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How Does The Authenticity In An Online Review Affect Its Helpfulness? A Decision Tree Induction Theory Development Approach, Rakesh Guduru, Francis K. Andoh-Baidoo, Emmanuel Ayaburi, Jerald Hughes

Information Systems Faculty Publications and Presentations

Drawing on multi-dimensionality of authenticity, this study focuses on the role of two distinct authenticities: nominal and expressive. We propose that the type of authenticity in a review will vary based on the reviews’ lexical density (word level) and breadth (sentence level). Using the decision tree induction approach, the main and interaction effects of the dimensions and forms of authenticity are examined for their effect on review helpfulness. The preliminary analysis of 470 reviews demonstrate that the lexical density form of expressive authenticity is a predominant predictor of online review helpfulness. Additionally, the effects of expressive authenticity depth, nominal authenticity …