Do you believe in eWOM?: An empirical study on the credibility of eWOM.

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Manpreet Kaur, Dr. Subodh Kesharwani

Abstract

In an era of technology, there is a shift in the consumer decision making-process. For information search and evaluation of alternatives, consumers have started relying on online reviews shared by other consumers who are complete strangers and geographically dispersed. With the increase in the popularity of eWOM information, it becomes important to understand what makes such information credible. Elaboration likelihood model (ELM) provides the base for our conceptual framework. In this study, we examined the credibility of eWOM. Consistent with previous research, the findings of our study indicate that source credibility and homophily,  significantly affect a consumer’s perceived eWOM credibility. Also, there is a positive relationship between homophily and source credibility. 

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