What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM

• Published in: Journal of business research Vol. 68; no. 6; pp. 1261 - 1270
• Main Author: Filieri, Raffaele
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01.06.2015; Elsevier Sequoia S.A
• Subjects: Consumer information; Consumers; Credibility; Customer feedback; Dual-process theory; Electronic word of mouth; Information adoption; Information diagnosticity; Marketing; Online consumer reviews; Product quality; Public relations; Review articles; Studies; User-generated content; Websites; Word of mouth advertising; Information diagnosticity; Online consumer reviews; User-generated content; Electronic word of mouth; Dual-process theory; Information adoption

Consumers are increasingly using online consumer reviews (OCRs) to learn about product quality. It is thus paramount for marketers to understand what makes OCRs helpful to consumers and how this evaluation affects their decisions. Dual-process theory has been adopted in this study to investigate the...