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Persuasiveness of eWOM communications: Literature review and suggestions for future research

Yes / Electronic word-of-mouth (eWOM) plays an important part in consumer purchase decision. The way consumers perceive the persuasiveness of eWOM message can affect their attitude, and purchase intention, and hence sales. Thus, the topic of persuasiveness of eWOM communications has received much attention from scholars. The objective of this paper is to provide a brief review of the existing literature related to the effectiveness of eWOM communications and offer an overview of the determinants of eWOM persuasiveness. This paper contributes to the existing eWOM literature by reviewing the existing studies on eWOM communications, identifying gaps in the current research and providing directions for future research.

Identiferoai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/14263
Date January 2016
CreatorsIsmagilova, Elvira, Slade, E., Williams, M.
Source SetsBradford Scholars
LanguageEnglish
Detected LanguageEnglish
TypeConference paper, Accepted manuscript
Rights(c) 2016 IFIP International Federation for Information Processing. Full-text reproduced in accordance with the publisher's self-archiving policy. The final publication is available at link.springer.com.

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