In the era of digital age, consumers find it difficult to search for credible information among the myriad of available sources. In this research, Language Expectancy Theory is applied in order to explore how language characteristics of online reviews influence perceived reviewers’ credibility. This study is an experimental research, for which positive reviews were patterned based on actual reviews. Language style formality is introduced as a predictor variable, along with reviewer descriptive statements and jargon. Significant treatment effects were observed, which suggests the importance of the language factor in credibility assessments. It is suggested that there is a preference for informally written personalized reviews, with jargon expressions in them, amongst online shopping websites.

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