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 journalArticlepeer-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 languageEnglish
Pages (from-to)353-358
Number of pages6
JournalAdvances in Consumer Research
Volume44
Publication statusPublished - 2016
Externally publishedYes

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