The effect of characteristics of source credibility on consumer behaviour: a meta-analysis

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Publication date
2019
End of Embargo
2020-08-03
Author
Ismagilova, Elvira
Slade, E.
Rana, N.P.
Dwivedi, Y.K.
Keyword
Electronic word of mouth (eWOM)
Meta-analysis
Characteristics of source credibility
Consumer behaviour
Rights
© 2019 Elsevier Ltd. All rights reserved. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
Peer-Reviewed
Yes

Metadata
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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.
URI
http://hdl.handle.net/10454/16838
Version
Accepted manuscript
Citation
Ismagilova E, Slade E, Rana NP et al (2019) The effect of characteristics of source credibility on consumer behaviour: a meta-analysis. Journal of Retailing and Consumer Services. Accepted for Publication.
Link to publisher’s version
https://doi.org/10.1016/j.jretconser.2019.01.005
Type
Article
Notes
The full-text of this article will be released for public view at the end of the publisher embargo on 03 Aug 2020.
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