Emotions Within Online Reviews and their Influence on Product Attitudes in Austria, USA and Thailand
Abstract
Online reviews are of considerable interest to both practitioners and academics. Prior research has focused mostly on the valence and volume of online reviews. Questions on how the emotional content of online reviews influence consumers remain open. Given that non-verbal cues of communication are limited in the online environment, content can be a strong driver of attitudes and, in turn, online purchases. Importantly also, a wide stream of...
Paper Details
Title
Emotions Within Online Reviews and their Influence on Product Attitudes in Austria, USA and Thailand
Published Date
May 1, 2019
Volume
46
Pages
20 - 39
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