Can I trust you? : A study on cues affecting source credibility of eWOM reviews

University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Author: Maria Mårtensson; Jetesa Dana; Zahra Shirazi; [2020]

Keywords: ;

Abstract: Background The transition to digital means has made WOM changed into eWOM. Source Credibility in eWOM reviews has proved to be of high importance when evaluating the reviewer’s credibility. The increased information and accessibility online have caused concerns on Source Credibility. Therefore, this study will research on Source credibility of eWOM reviews. Purpose The purpose of this study is to explain the impact of reviewer cues on source credibility in eWOM reviews. Methodology This research is based on a quantitative approach with an explanatory purpose and a cross-sectional research design that used a self-completion questionnaire to gather data. The result was conducted by testing the data in a descriptive analysis, correlation analysis and multiple regression analysis. The reliability and validity of the measures have also been tested. With Cronbach's alpha, the reliability of the measures was tested. ' Findings This research provides empirical evidence that competence and community positively impact source credibility, whereas argument quality and homophily were not shown to have any positive relationship with the source credibility of eWOM reviews. However, the study has revealed that argument quality has some impact on source credibility which cannot be neglected by academics, companies, and customers.

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