Title: The impact of language style and reviewer disclosure on online review credibility: a language expectancy theory approach

Authors: Timothy McBush Hiele; Jengchung Victor Chen; Tatiana Lystsova

Addresses: The Business School, RMIT University Vietnam, 702 Nguyen Van Linh Boulevard, District 7, Ho Chi Minh City, Vietnam ' Institute of International Management, National Cheng Kung University, No. 1, University Road, Tainan City 701, Taiwan ' Institute of International Management, National Cheng Kung University, No. 1, University Road, Tainan City 701, Taiwan

Abstract: With the advent of the Internet and the rise of the digital age, usergenerated online reviews have become a vital source of information for consumers seeking reliable product insights. However, identifying credible information - about both the reviewer and the product - remains a significant challenge. Grounded in language expectancy theory (LET), this study investigated the impact of linguistic characteristics on the perceived credibility of online reviews. An experimental study examined how language style and reviewer disclosure influence consumer perceptions. The findings revealed that an informal linguistic style enhanced perceived reviewer credibility more than a formal style. Additionally, reviewer self-disclosure emerged as a valuable cue that further strengthened review credibility. The study also confirmed that perceived reviewer credibility and perceived product quality both had significant positive effects on consumers' purchase intentions. These results underscore the critical role of linguistic features in shaping perceived credibility in online reviews and provide practical implications for digital marketing and consumer communication strategies.

Keywords: language expectancy theory; LET; credibility; online reviews; purchase intention.

DOI: 10.1504/IJTMKT.2026.155241

International Journal of Technology Marketing, 2026 Vol.20 No.3, pp.275 - 304

Received: 17 Mar 2025
Accepted: 21 Jul 2025
Published online: 29 Jul 2026 *

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