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2012 | OriginalPaper | Buchkapitel

The Perceived Usefulness of Online Review Sets: The Role of Balance and Presentation Order

verfasst von : Nathalia Purnawirawan, Patrick De Pelsmacker, Nathalie Dens

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

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Abstract

Online consumer reviews are one of the various forms of eWOM that have challenged the interest of both researchers and practitioners. Such online articulation can contain evaluative information about a certain object and may be useful for potential consumers in determining whether they should or should not buy the product (Chen and Xie, 2008). Prospective consumers are more likely to use a brand recommended by satisfied previous users than marketing-related sources, because information coming from other consumers are considered more truthful and relevant (Bickart and Schindler, 2001).

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Vorheriges Kapitel Moderating Influences on Interactivity Effects

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Titel: The Perceived Usefulness of Online Review Sets: The Role of Balance and Presentation Order
verfasst von: Nathalia Purnawirawan
Patrick De Pelsmacker
Nathalie Dens
Verlag: Gabler Verlag
Buch: Advances in Advertising Research (Vol. III)
Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012
DOI: https://doi.org/10.1007/978-3-8349-4291-3_14