Building Web-Analytics system to Measure Perceived Source Credibility in Electronic Word of Mouth Communication

Shivaprasad H N and Anshu Rani
Additional contact information
Shivaprasad H N: DVHIMSR, Dharwad, India
Anshu Rani: REVA University, India

International Journal of Information Systems and Social Change (IJISSC), 2020, vol. 11, issue 2, 1-13

Abstract: Electronic word-of-mouth (eWOM) has become one of the influential sources of information in recent times. However, the emergence of digital media and the huge volume has made it difficult to evaluate its credibility. The main purpose of this article is to determine the factors influencing Electronic word of mouth source credibility for durable products in India. Further, this study examines to what extent business analytics tools are used in the research of eWOM source credibility. The findings suggest that the source trustworthiness and source expertise significantly contribute to eWOM source credibility which further influences the purchase intention, brand awareness, and consumer attitude. The real-time information is not getting captured through business analytics tools. The marketers and practitioners can benefit from this study by understanding phenomenon of the eWOM source credibility and influence on overall consumer behaviour. The study further suggests building an eWOM analytics system and provides future research directions.

Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 18/IJISSC.2020040101 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jissc0:v:11:y:2020:i:2:p:1-13

Access Statistics for this article

International Journal of Information Systems and Social Change (IJISSC) is currently edited by John Wang

More articles in International Journal of Information Systems and Social Change (IJISSC) from IGI Global
Bibliographic data for series maintained by Journal Editor ().