When does electronic word-of-mouth matter? A study of consumer product reviews

Online consumer product reviews, a form of electronic word-of-mouth (eWOM), have attracted increased attention from researchers. This paper examines the persuasiveness of eWOM. Drawing on regulatory focus theory, the authors propose that the consumption goals that consumers associate with the review...

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Veröffentlicht in:	Journal of business research 2010-12, Vol.63 (12), p.1336-1341
Hauptverfasser:	Zhang, Jason Q., Craciun, Georgiana, Shin, Dongwoo
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behaviour Consumer product reviews Consumer product reviews eWOM Self-regulatory focus Persuasiveness Consumption Electronic commerce eWOM Information exchange Internet Opinion Persuasion Persuasiveness Retail trade Self-regulatory focus
Online-Zugang:	Volltext
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