IDEAS home Printed from https://ideas.repec.org/h/spr/spbrcp/978-3-319-52459-7_5.html
   My bibliography  Save this book chapter

Persuasiveness of eWOM Communications

In: Electronic Word of Mouth (eWOM) in the Marketing Context

Author

Listed:
  • Elvira Ismagilova

    (Swansea University)

  • Yogesh K. Dwivedi

    (Swansea University)

  • Emma Slade

    (Swansea University)

  • Michael D. Williams

    (Swansea University)

Abstract

Consumers use eWOM as one of the most important information sources to make buying decisions (Tsao and Hsieh 2015). Persuasiveness of eWOM communications is linked with the credibility and helpfulness of the content. Studies show that eWOM is perceived as more credible and relevant to customers than market created sources of information on the Internet (Gruen et al. 2006). Many studies prove the link between credibility and helpfulness of eWOM and information adoption, which can influence consumers’ attitudes and purchase intentions and, hence, sales (Cheung 2014; Cheung et al. 2009; Lis 2013; Teng et al. 2014). Thus, it is important to understand how consumers evaluate persuasiveness of eWOM (O’Reilly and Marx 2011).

Suggested Citation

  • Elvira Ismagilova & Yogesh K. Dwivedi & Emma Slade & Michael D. Williams, 2017. "Persuasiveness of eWOM Communications," SpringerBriefs in Business, in: Electronic Word of Mouth (eWOM) in the Marketing Context, chapter 0, pages 49-71, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-319-52459-7_5
    DOI: 10.1007/978-3-319-52459-7_5
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:spbrcp:978-3-319-52459-7_5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.