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

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

Research output: Contribution to journalArticle (Academic Journal)peer-review

43 Citations (Scopus)
562 Downloads (Pure)

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 languageEnglish
Number of pages9
JournalJournal of Retailing and Consumer Services
Volume53
Early online date2 Feb 2019
DOIs
Publication statusPublished - Mar 2020

Keywords

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

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