When credibility truly matters online: Investigating the role of source credibility for the impact of customer reviews

Wolfgang Weitzl; Elisabeth Wolfsteiner; Sabine Einwiller; Udo Wagner

When credibility truly matters online: Investigating the role of source credibility for the impact of customer reviews

Wolfgang Weitzl, Elisabeth Wolfsteiner, Sabine Einwiller, Udo Wagner

Research output: Contribution to journal › Article › peer-review

1 Citation (Scopus)

Abstract

This research shows differential effects of source credibility in an online customer review (OCR)-context. Drawing on the heuristic systematic model's notion regarding the co-occurrence of systematic and heuristic processing we show that source credibility exerts a persuasive effect when OCRs are positive (non-diagnostic) but not when they are negative (diagnostic).

Original language	English
Pages (from-to)	353-358
Number of pages	6
Journal	Advances in Consumer Research
Volume	44
Publication status	Published - 2016
Externally published	Yes

Cite this

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abstract = "This research shows differential effects of source credibility in an online customer review (OCR)-context. Drawing on the heuristic systematic model's notion regarding the co-occurrence of systematic and heuristic processing we show that source credibility exerts a persuasive effect when OCRs are positive (non-diagnostic) but not when they are negative (diagnostic).",

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AU - Wagner, Udo

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AB - This research shows differential effects of source credibility in an online customer review (OCR)-context. Drawing on the heuristic systematic model's notion regarding the co-occurrence of systematic and heuristic processing we show that source credibility exerts a persuasive effect when OCRs are positive (non-diagnostic) but not when they are negative (diagnostic).

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AN - SCOPUS:85019633574

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VL - 44

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JO - Advances in Consumer Research

JF - Advances in Consumer Research

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When credibility truly matters online: Investigating the role of source credibility for the impact of customer reviews

Abstract

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