How Consumers Evaluate eWOM (Electronic Word-of-Mouth) Messages
Bibliographic Data
| ID | 19600304 |
|---|---|
| Authors | Sun-Jae Doh (0000-0001-8223-1141, Chung-Ang University), Jangsun Hwang (0000-0002-0401-8617, Chung-Ang University), Jang-Sun Hwang (Chung-Ang University) |
| Year | 2008 |
| Volume | 12 |
| Issue | 2 |
| Pages | 193-197 |
| Publication date | 2008-12-10 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | CyberPsychology & Behavior (JOURNAL) |
| Journal identifiers | ISSN: 1094-9313 • E-ISSN: 1557-8364 |
| Publisher | Mary Ann Liebert, Inc (PUBLISHER • US) |
| DOI | 10.1089/cpb.2008.0109 |
| PMID | 19072076 |
| OpenAlex | W2065360753 |
| Language | EN |
| Citations received | 48 |
| References cited | 3 |
This experiment explored how consumers evaluate electronic word-of-mouth (eWOM) messages about products. Each participant was exposed a 10-message set in a single board. Five groups were manipulated in terms of their ratios of positive and negative messages. The result showed significant differences across various sets of eWOM messages. Although more positive sets showed higher scores in many cases, this was not true in all situations, especially for the case of credibility. Involvement and prior knowledge partially moderated the relationship between the ratio of messages and the eWOM effect. The credibility of Web sites and eWOM messages can be damaged in the long run if all of the eWOM messages are positive
Advertising · Business · Credibility · Political science · Word of mouth · Computer Science · Digital Communication and Language · Digital Marketing and Social Media · Knowledge Management and Sharing · Psychology
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| Unique citing works | 48 |
|---|---|
| Citations per year | 3,2 |
| Citation span | 2011 - 2026 (16) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 47 |