How credibility affects eWOM reading: The influences of expertise, trustworthiness, and similarity on utilitarian and social functions
Abstract
In online information settings, a few people tend to contribute, while the majority of people consume. For this latter group of readers, electronic word of mouth (eWOM) provides information about products or service experiences that rarely are available from manufacturer-controlled sources, which makes this source of information especially helpful. In turn, eWOM influences readers' attitudes, intentions, and behavior. Manufacturers also hope to...
Paper Details
Title
How credibility affects eWOM reading: The influences of expertise, trustworthiness, and similarity on utilitarian and social functions
Published Date
Jun 9, 2013
Volume
20
Issue
1-2
Pages
65 - 81
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