eWOM persuasiveness: do eWOM platforms and product type matter?

Electronic word-of-mouth (eWOM) has a powerful influence on consumers' purchase decisions. This influence varies with the source of the eWOM and product type. This study investigated how eWOM quality influences eWOM credibility and purchase intention and how this influence is moderated by the type of eWOM platform and product type. An experimental design was adopted, in which scenarios were manipulated to facilitate the collection of...