Sharif Digital Repository

In recent years, the attention of marketing researchers has shifted from numerical product rating to user-generated content. Because of this, customers' online reviews now play a very important role in the destiny of Internet businesses. Today, huge and comprehensive platforms have been developed to record and analyze online customer reviews. This type of unstructured data that users and Internet shoppers create based on their experiences of using products and services, has a significant impact on gaining and losing the trust of other users. After reading each review, each user can express their opinion about the usefulness of that comment, which can be seen by others. Large Internet...