From the online retailers' perspective, review usefulness can be
used as the primary way of measuring how consumers evaluate a
review (Mudambi & Schuff, 2010). It is beneficial for marketers to
gain knowledge about customers' perception of information.
Kumar and Benbasat (2006) asserted that the presence of useful
reviews on a website can improve its social presence. That is, those
reviews have the potential to attract consumer visits, increase
length of time to stay in the platform, and eventually increase the
sales of businesses on the site. Accordingly, online retailers are
encouraged not only to provide easy access to useful messages that
can create a source of differentiation but also establish the strategic
potential to improve the quality of customer reviews to offer
greater value to customers.