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    Persuasiveness of eWOM communications: Literature review and suggestions for future research

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    ismagilova_et_al_2016.pdf (247.3Kb)
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    Publication date
    2016
    Author
    Ismagilova, Elvira
    Slade, E.
    Williams, M.
    Keyword
    Electronic word-of-mouth; eWOM; Persuasiveness; Literature review; Research gaps
    Rights
    (c) 2016 IFIP International Federation for Information Processing. Full-text reproduced in accordance with the publisher's self-archiving policy. The final publication is available at link.springer.com.
    Peer-Reviewed
    Yes
    
    Metadata
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    Abstract
    Electronic word-of-mouth (eWOM) plays an important part in consumer purchase decision. The way consumers perceive the persuasiveness of eWOM message can affect their attitude, and purchase intention, and hence sales. Thus, the topic of persuasiveness of eWOM communications has received much attention from scholars. The objective of this paper is to provide a brief review of the existing literature related to the effectiveness of eWOM communications and offer an overview of the determinants of eWOM persuasiveness. This paper contributes to the existing eWOM literature by reviewing the existing studies on eWOM communications, identifying gaps in the current research and providing directions for future research.
    URI
    http://hdl.handle.net/10454/14263
    Version
    Accepted manuscript
    Citation
    Ismagilova E, Slade E and Williams M (2016) Persuasiveness of eWOM Communications: Literature Review and Suggestions for Future Research. In: Dwivedi Y, Mäntymäki M, Ravishankar MN et al (Eds) Social Media: The Good, the Bad, and the Ugly. 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Swansea, UK, September 13–15, 2016, Proceedings. Cham, Switzerland: Springer: 354-359.
    Link to publisher’s version
    https://doi.org/10.1007/978-3-319-45234-0_32
    Type
    Conference paper
    Collections
    Management and Law Publications

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