How young, technical consumers assess online WOM credibility (original) (raw)

Qualitative Market Research: An International Journal, 2011

Abstract

Purpose – Specifically focusing on one antecedent (information seeker's characteristics) for electronic word-of-mouth adoption and credibility assessments, the purpose of this paper is to attempt to shed light on consumer motivations for making and taking online recommendations, and how technically savvy consumers assess credibility online. Design/methodology/approach – To investigate the role and influence of word-of-mouth (WOM) amongst technically savvy online

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