Alternative paralinguistic features (APF; e.g., capitalization, emoticons) are used in online hotel reviews to maximize positive or negative feedback. So far, little attention has been paid to a description of the use of APF in hotel reviews, and to the influence of APF on the reply strategies used and the way rapport is managed in review responses.

This paper presents a study on the use of APF and their rapport-related effects, using a Dutch-language Booking.com corpus of 1,465 interactions. We coded types and frequencies of APF in reviews as well as reply strategies (rapport-enhancing and defensive moves, intensifiers) in responses to reviews. These data were subjected to statistical analysis.

Results indicate that APF are not uncommon in online reviews, and that they are more often used to intensify positive instead of negative feedback. Moreover, the results revealed a subtle influence of APF on how review-related interactions unfold in terms of rapport, in that a higher frequency of APF strengthening positive feedback is associated with a more enthusiast and persuasive stance in responses to these reviews, and that a higher frequency of APF strengthening negative feedback is associated with a more defensive, less rapport-enhancing stance in responses to these reviews.