Persuasiveness of eWOM Communications

Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade and Michael D. Williams
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Elvira Ismagilova: Swansea University
Yogesh K. Dwivedi: Swansea University
Emma Slade: Swansea University
Michael D. Williams: Swansea University

Chapter Chapter 5 in Electronic Word of Mouth (eWOM) in the Marketing Context, 2017, pp 49-71 from Springer

Abstract: Abstract Consumers use eWOM as one of the most important information sources to make buying decisions (Tsao and Hsieh 2015). Persuasiveness of eWOM communications is linked with the credibility and helpfulness of the content. Studies show that eWOM is perceived as more credible and relevant to customers than market created sources of information on the Internet (Gruen et al. 2006). Many studies prove the link between credibility and helpfulness of eWOM and information adoption, which can influence consumers’ attitudes and purchase intentions and, hence, sales (Cheung 2014; Cheung et al. 2009; Lis 2013; Teng et al. 2014). Thus, it is important to understand how consumers evaluate persuasiveness of eWOM (O’Reilly and Marx 2011).

Keywords: Purchase Intention; Source Credibility; Online Review; Credence Good; Negative Message (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-319-52459-7_5

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DOI: 10.1007/978-3-319-52459-7_5

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