Exploring the Determinants of Influential eWOM in Virtual Communities: An Empirical Study
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
Word of mouth (WOM) has been widely recognized as an important source influencing consumers’ decision making process (Sen and Lerman, 2007). Electronic WOM (eWOM) exerts an even more significant influence on consumers ((Bickart and Schindler, 2001). This current study, using observational data, aims at providing empirical evidence on the impact of those determinants on the influence of eWOM in virtual communities.