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What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM

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  • Filieri, Raffaele

Abstract

Consumers are increasingly using online consumer reviews (OCRs) to learn about product quality. It is thus paramount for marketers to understand what makes OCRs helpful to consumers and how this evaluation affects their decisions. Dual-process theory has been adopted in this study to investigate the informational and normative predictors of information diagnosticity and its links with consumers' information adoption.

Suggested Citation

  • Filieri, Raffaele, 2015. "What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM," Journal of Business Research, Elsevier, vol. 68(6), pages 1261-1270.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:6:p:1261-1270
    DOI: 10.1016/j.jbusres.2014.11.006
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