Original paper
The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis
Abstract
The aim of this research is to synthesise findings from previous studies by employing weight and meta-analysis to reconcile conflicting evidence and draw a “big picture” of eWOM factors influencing consumers’ intention to buy. By using the findings from 69 studies, this research identified best (e.g. argument quality, valence, eWOM usefulness, trust in message), promising (e.g. eWOM credibility, emotional trust, attitude towards website) and...
Paper Details
Title
The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis
Published Date
May 9, 2019
Volume
22
Issue
5
Pages
1203 - 1226
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