How online word‐of‐mouth impacts receivers
Abstract
Online word‐of‐mouth (WOM) can impact consumers’ product evaluations, purchase intentions, and choices—but when does it do so? How do those receiving WOM know whether to rely on a particular message? This article suggests that the multiple players involved in online WOM (receivers, senders, sellers, platforms, and other consumers) each have their own interests, which are often in conflict. Thus, receivers of WOM are faced with a judgment task in...
Paper Details
Title
How online word‐of‐mouth impacts receivers
Published Date
Nov 8, 2019
Journal
Volume
3
Issue
1
Pages
34 - 59
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