Abstract
Customers can now share their experiences and opinions with different services and products by writing online reviews, sometimes in real time (i.e., while experiencing the product). Since information provided by other customers is often seen as more noteworthy and trustworthy than advertisements from the firm (Bickart and Schindler, 2001; Blazevic et al., 2013), customer reviews are believed to have a significant influence on customers’ purchase decisions (Zhu and Zhang, 2010).
Research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016.
Research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016.
Original language | English (US) |
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Title of host publication | Advances in Advertising Research |
Subtitle of host publication | Challenges in an Age of Dis-Engagement |
Editors | Vesna Zabkar, Martin Eisend |
Publisher | Springer Gabler |
Pages | 59–70 |
Number of pages | 12 |
Volume | VIII |
ISBN (Print) | 978-3658187309 |
State | Published - 2017 |