This research analyzes how message cues (argument quality, usefulness) and source cues (credibility, expertise) shape the perceived credibility of electronic word-of-mouth (eWOM).
Authors
Sumedha Chauhan, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India
Parul Gupta, Management Development Institute Gurgaon, Gurgaon, India
Summary
The current research delves into how different cues in messages (such as argument quality, usefulness and informativeness) and cues related to the source (such as credibility and expertise) contribute to the perceived credibility of electronic word-of-mouth (eWOM). The investigation also explores whether source cues influence the overall impact of message cues.
Methodology
This study synthesizes findings from 100 previous empirical works through the application of meta-analysis.
Findings
The outcomes affirm the presence of both systematic and heuristic processing, the additive effects of both message and source cues and the bias effects of source cues. Moreover, the study identifies a connection between eWOM credibility and behavioral intention. Expanding on this, the research discovers that users’ tendency to avoid uncertainty moderates the impact of message and source cues on their judgment of eWoM credibility.
Originality/value
The research contributes to the eWOM literature by providing a heuristic-systematic model of eWoM credibility judgments. It provides new insights for online sellers, who can benefit from eWoM by fostering potential buyers’ behavioral intention to purchase.
Published in: Journal of Enterprise Information Management
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