The Effects of One-Sided vs. Two-Sided Review Valence on Electronic Word of Mouth (e-WOM): The Moderating Role of Sponsorship Presence

• Published in: ASIA MARKETING JOURNAL Vol. 21; no. 2; pp. 1 - 19
• Main Authors: Park, Jihye, Yi, Youjae, Kang, Dawon
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 01.01.2019; Korean Marketing Association
• Subjects: attitude; e-wom; online consumer reviews; review credibility; review valence; sponsorship presence; sponsorship presence; e-WOM; online consumer reviews; review credibility; review valence; attitude

Prior studies on the effects of online consumer reviews have mainly focused on review valence, but little research has investigated how two–sided (both positive and negative) and one-sided (only positive) reviews influence consumers’ response to online review. In addition, little attention has been...