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 | |
| Publication status | Published - Mar 2020 |
Keywords
- Electronic word of mouth (eWOM)
- meta-analysis
- characteristics of source credibility
- consumer behaviour
Access to Document
- Full-text PDF (accepted author manuscript)
This is the author accepted manuscript (AAM). The final published version (version of record) is available online via Elsevier at https://www.sciencedirect.com/science/article/pii/S0969698918307926 . Please refer to any applicable terms of use of the publisher.