The effect of characteristics of source credibility on consumer behaviour: A meta-analysis |
| |
| Institution: | 1. University of Bradford, United Kingdom;2. University of Bristol, United Kingdom;3. Swansea University, United Kingdom;1. College of Economics, Fujian Agriculture and Forestry University, Fuzhou 350002, China;2. Pir Mehr Ali Shah, Arid Agriculture University Rawalpindi, 46000, Pakistan;3. Department of Applied Psychology, Lahore College for Women University, Jail Road, Lahore 54000, Pakistan;1. Audencia Business School, Marketing Department, 8 Route de La Jonelière, 44312, Nantes, France and Newcastle University Business School, Newcastle University, 5 Barrack Rd, Newcastle upon Tyne, NE1 4SE, France;2. Carl DeSantis Professor of Business Administration and Professor of Marketing, Florida State University, College of Business, 821 Academic Way, Tallahassee, FL 32306-1110, USA;3. Portsmouth Business School, Portsmouth University, Portland St, Portsmouth, PO1 3DE, United Kingdom;1. Hospitality Management and Dietetics, Department of Family and Consumer Sciences, Western Kentucky University, 1906 College Heights Blvd #11037, Bowling Green, KY, 42101, USA;2. Hospitality Management, Department of Human Sciences, The Ohio State University, 245 Campbell Hall, 1787 Neil Avenue, Columbus, OH, 43210, USA;3. Department of Marketing, College of Business, Florida Atlantic University, 777 Glades Road, Boca Raton, FL, 33431, USA |
| |
| Abstract: | The aim of this research is to synthesise findings from existing studies on the characteristics of source credibility of electronic word of mouth (eWOM) communications in a single model by using meta-analysis. Findings from 20 research papers show that source expertise, trustworthiness, and homophily significantly influence perceived eWOM usefulness and credibility, intention to purchase, and information adoption. The results of this study add to existing knowledge of the influence of source characteristics on consumer behaviour, which will advance our understanding of information processing. Marketers can use the findings of this meta-analysis to enhance their marketing activities. |
| |
| Keywords: | Electronic word of mouth (eWOM) Meta-analysis Characteristics of source credibility Consumer behaviour |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
