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Merchandising/Marketing/Retailing: Branding

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

Authors
  • Yizhuo Chen (North Carolina State University)
  • Yingjiao Xu (North Carolina State University)

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.

How to Cite:

Chen, Y. & Xu, Y., (2015) “Exploring the Determinants of Influential eWOM in Virtual Communities: An Empirical Study”, International Textile and Apparel Association Annual Conference Proceedings 72(1).

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Published on
11 Nov 2015
Peer Reviewed
License
Creative Commons Attribution 4.0