Abstract
The aim of this research is to synthesise findings from existing studies on the characteristics of source credibility of electronic word of mouth (eWOM) communications in a single model by using meta-analysis. Findings from 20 research papers show that source expertise, trustworthiness, and homophily significantly influence perceived eWOM usefulness and credibility, intention to purchase, and information adoption. The results of this study add to existing knowledge of the influence of source characteristics on consumer behaviour, which will advance our understanding of information processing. Marketers can use the findings of this meta-analysis to enhance their marketing activities.
| Original language | English |
|---|---|
| Article number | 101742 |
| Journal | Journal of Retailing and Consumer Services |
| Volume | 53 |
| DOIs | |
| State | Published - Mar 2020 |
| Externally published | Yes |
Bibliographical note
Publisher Copyright:© 2019 Elsevier Ltd
Keywords
- Characteristics of source credibility
- Consumer behaviour
- Electronic word of mouth (eWOM)
- Meta-analysis
ASJC Scopus subject areas
- Marketing
Fingerprint
Dive into the research topics of 'The effect of characteristics of source credibility on consumer behaviour: A meta-analysis'. Together they form a unique fingerprint.Cite this
- APA
- Author
- BIBTEX
- Harvard
- Standard
- RIS
- Vancouver