With a Little Help From My Friends: How Product and Website Socialness Drive Online Word-Of-Mouth Persuasion
Consumers’ online review information processing depends on the social nature of the object under review and website used. When the object is consumed privately, readers rely on both review content and writers’ social profile. However, when the object is consumed socially, readers rely on social profile alone.
Yiru Wang and Cesar Zamudio (2016) ,"With a Little Help From My Friends: How Product and Website Socialness Drive Online Word-Of-Mouth Persuasion", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 764-764.
Yiru Wang, Kent State University, USA
Cesar Zamudio, Kent State University, USA
NA - Advances in Consumer Research Volume 44 | 2016
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