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

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    Publication date
    2020-03
    Author
    Ismagilova, Elvira
    Slade, E.
    Rana, Nripendra 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 (2020) The effect of characteristics of source credibility on consumer behaviour: a meta-analysis. Journal of Retailing and Consumer Services. 53: 101736.
    Link to publisher’s version
    https://doi.org/10.1016/j.jretconser.2019.01.005
    Type
    Article
    Collections
    Management and Law Publications

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