A meta-analysis of antecedents and consequences of eWOM credibility: Investigation of moderating role of culture and platform type

This paper investigates the antecedents and consequences of electronic word of mouth (eWOM) credibility using a meta-analysis technique. The extant literature provides inconsistent findings related to eWOM credibility. These inconsistencies are primarily because of methodological differences or heterogeneity among previous studies, which leads to confusion amongst researchers and managers. We resolve this inconsistency and provide a conclusive takeaway on the determinants and consequences of eWOM credibility by conducting a meta-analysis of the 51 primary studies comprising 124 effect sizes. Results show that both review and reviewer-related determinants have a significant positive influence on eWOM credibility while consequences, namely purchase intention, eWOM adoption, and attitude towards the product, have a significant relationship with eWOM credibility. Furthermore, results indicate that culture, product type, and platform type are the moderating factors. Results of the study can be used by researchers to address the issue of omitted variable bias, while managers can use the findings to enhance the credibility of eWOM messages on various eWOM platforms.