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).
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) |
|---|---|
| Title of host publication | Advances in Advertising Research |
| Subtitle of host publication | Bridging the Gap between Advertising Academia and Practice |
| Editors | George Christodoulides, Anastasia Stathopoulou, Martin Eisend |
| Place of Publication | Wiesbaden |
| Publisher | Gabler Verlag |
| Pages | 87-100 |
| Number of pages | 14 |
| Volume | III |
| ISBN (Electronic) | 9783658152208 |
| ISBN (Print) | 9783658152192 |
| State | Published - 2017 |