TY - JOUR
T1 - The effect of characteristics of source credibility on consumer behaviour
T2 - A meta-analysis
AU - Ismagilova, Elvira
AU - Slade, Emma
AU - Rana, Nripendra P.
AU - Dwivedi, Yogesh K.
PY - 2020/3
Y1 - 2020/3
N2 - The aim of this research is to synthesise findings from existing studies on the characteristics of source credibility of electronic word of mouth (eWOM) communications in a single model by using meta-analysis. Findings from 20 research papers show that source expertise, trustworthiness, and homophily significantly influence perceived eWOM usefulness and credibility, intention to purchase, and information adoption. The results of this study add to existing knowledge of the influence of source characteristics on consumer behaviour, which will advance our understanding of information processing. Marketers can use the findings of this meta-analysis to enhance their marketing activities.
AB - The aim of this research is to synthesise findings from existing studies on the characteristics of source credibility of electronic word of mouth (eWOM) communications in a single model by using meta-analysis. Findings from 20 research papers show that source expertise, trustworthiness, and homophily significantly influence perceived eWOM usefulness and credibility, intention to purchase, and information adoption. The results of this study add to existing knowledge of the influence of source characteristics on consumer behaviour, which will advance our understanding of information processing. Marketers can use the findings of this meta-analysis to enhance their marketing activities.
KW - Electronic word of mouth (eWOM)
KW - meta-analysis
KW - characteristics of source credibility
KW - consumer behaviour
UR - http://www.scopus.com/inward/record.url?scp=85060888313&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2019.01.005
DO - 10.1016/j.jretconser.2019.01.005
M3 - Article (Academic Journal)
VL - 53
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
SN - 0969-6989
ER -