| Authors |
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| Publication date |
2017
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| Host editors |
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G. Christodoulides
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A. Stathopoulou
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M. Eisend
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| Book title |
Advances in Advertising Research (Vol. VII)
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| Book subtitle |
Bridging the Gap between Advertising Academia and Practice
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| ISBN |
|
| ISBN (electronic) |
|
| Series |
European Advertising Academy
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| Event |
14th ICORIA conference
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| Pages (from-to) |
87-100
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| Number of pages |
14
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| Publisher |
Wiesbaden: Springer Gabler
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| Organisations |
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Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
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Faculty of Social and Behavioural Sciences (FMG)
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| Abstract |
Online customer reviews help consumers make decisions, such as purchasing products, watching movies, or joining a sports club. Online reviews have become a major driving force in marketing (Cui et al., 2012) and are a common feature on many websites. Information from other consumers, such as online reviews, is thought to be more persuasive because it is allegedly written by other consumers rather than brands, and is therefore perceived as being more credible and trustworthy (Willemsen et al., 2012).
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| Document type |
Conference contribution
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| Language |
English
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| Published at |
https://doi.org/10.1007/978-3-658-15220-8_8
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