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Prior studies have examined textual, structural, and reviewer\u2010related determinants and built models based on manually engineered features or deep learning, but most approaches remain text\u2010centric, make limited use of review images and structured metadata, and offer little interpretability regarding how different information sources contribute to predictions. To address these issues, we propose Attentive Gated Multimodal Fusion (AGMF), a deep learning framework that jointly models review text, review images, and structured metadata. AGMF employs a pre\u2010trained language model for textual representations, a convolutional neural network for visual features, and metadata features capturing reviewer characteristics and behavioural signals, and fuses them through cross\u2010modal attention and a gated multimodal unit that adaptively weights each modality at the instance level, providing modality\u2010level interpretability. Experiments on a large\u2010scale dataset of Chinese e\u2010commerce reviews show that AGMF consistently outperforms traditional machine\u2010learning methods, strong single\u2010modality deep learning baselines, and competitive multimodal fusion models in terms of accuracy, F1\u2010score, and AUC, and ablation studies confirm the effectiveness of each modality and the proposed fusion mechanism. Overall, this study contributes an interpretable multimodal architecture for RHP that effectively integrates text, images, and metadata and offers practical guidance for designing intelligent review filtering systems on online platforms.<\/jats:p>","DOI":"10.1111\/exsy.70216","type":"journal-article","created":{"date-parts":[[2026,3,8]],"date-time":"2026-03-08T11:05:33Z","timestamp":1772967933000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Multimodal Deep Learning for Online Review Helpfulness Prediction"],"prefix":"10.1111","volume":"43","author":[{"ORCID":"https:\/\/orcid.org\/0009-0006-0955-5450","authenticated-orcid":false,"given":"Xiaodong","family":"Xie","sequence":"first","affiliation":[{"name":"School of Economics and Management Jiangsu University of Science and Technology  Zhenjiang China"}]},{"given":"Jie","family":"Wu","sequence":"additional","affiliation":[{"name":"School of Economics and 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