The effect of characteristics of source credibility on consumer behaviour: A meta-analysis

Elvira Ismagilova; Emma Slade; Nripendra P. Rana; Yogesh K. Dwivedi

doi:10.1016/j.jretconser.2019.01.005

The effect of characteristics of source credibility on consumer behaviour: A meta-analysis

Elvira Ismagilova, Emma Slade, Nripendra P. Rana, Yogesh K. Dwivedi

School of Management

Research output: Contribution to journal › Article (Academic Journal) › peer-review

43 Citations (Scopus)

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Abstract

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.

Original language	English
Number of pages	9
Journal	Journal of Retailing and Consumer Services
Volume	53
Early online date	2 Feb 2019
DOIs	https://doi.org/10.1016/j.jretconser.2019.01.005
Publication status	Published - Mar 2020

Keywords

Electronic word of mouth (eWOM)
meta-analysis
characteristics of source credibility
consumer behaviour

Access to Document

10.1016/j.jretconser.2019.01.005

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abstract = "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.",

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AU - Ismagilova, Elvira

AU - Slade, Emma

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AU - Dwivedi, Yogesh K.

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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

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DO - 10.1016/j.jretconser.2019.01.005

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JF - Journal of Retailing and Consumer Services

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