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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
Statement of
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
RMID: 0030064425
DOI: 10.1080/13527266.2016.1138138
Appears in Collections:Business School publications

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