Exploring the Determinants of Influential eWOM in Virtual Communities: An Empirical Study

Date
2015-11-11
Authors
Chen, Yizhuo
Xu, Yingjiao
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Altmetrics
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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.

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