Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/103442
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Type: | Journal article |
Title: | Why should I believe this? Deciphering the qualities of a credible online customer review |
Author: | Clare, C. Wright, G. Sandiford, P. Paucar-Caseras, A. |
Citation: | Journal of Marketing Communications, 2018; 24(8):823-842 |
Publisher: | Taylor & Francis (Routledge) |
Issue Date: | 2018 |
ISSN: | 1352-7266 1466-4445 |
Statement of Responsibility: | Carl J. Clare, Gillian Wright, Peter Sandiford and Alberto Paucar Caceres |
Abstract: | Online customer reviews have been shown to have a powerful impact on the sales of a given product or service. However, the qualities of a ‘credible’ online customer review are still subject to debate. Existing research has highlighted the potential influence of a range of factors on the credibility of an online customer review, but relies heavily on quantitative methods and a ‘top down’ approach. In turn, this can reduce our understanding of the influence of these factors into merely discerning whether one pre-determined factor is more influential than another is. This paper adopted a ‘bottom up’ thematic analysis of individual qualitative interviews with a purposeful sample of consumers who regularly utilised online customer reviews. By undertaking a different approach to previous research, this study was able to complement existing quantitative findings with the additional depth and understanding that qualitative research can provide. |
Keywords: | Review helpfulness; review credibility; online customer reviews; electronic word-ofmouth; consumer behaviour; qualitative research |
Description: | Published online: 17 Feb 2016 |
Rights: | © 2016 Taylor & Francis |
DOI: | 10.1080/13527266.2016.1138138 |
Published version: | http://dx.doi.org/10.1080/13527266.2016.1138138 |
Appears in Collections: | Aurora harvest 7 Business School publications |
Files in This Item:
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hdl_103442.pdf | Accepted version | 816.4 kB | Adobe PDF | View/Open |
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