A Model of Source Similarity Impact on Purchase Intention For Online Reviews

Online reviews are a major form of consumer-to-consumer communication. We develop and demonstrate a model of how perceived similarity with a consumer posting a review online will drive the persuasiveness of that review. The model is tested using the names of reviewers as stimulus to manipulate similarity.



Citation:

Charles Gengler, Daniel Howard, and Liwei He (2014) ,"A Model of Source Similarity Impact on Purchase Intention For Online Reviews", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 784-784.

Authors

Charles Gengler, American University of Sharjah
Daniel Howard, Southern Methodist University, USA
Liwei He, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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