The impact of consumers’ positive online recommendations on the omnichannel webrooming experience

Purpose This purpose of this paper is to analyze how consumers’ online recommendations affect the omnichannel webrooming experience based on the internet, physical and mobile channels. Design/methodology/approach Two experimental studies are implemented. Study 1 analyzes the impact of an online review on the physical interaction with the product. Study 2 modifies the moment of receiving the online recommendation and its social tie. Findings...