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“I Believe More in Factual Reviews” – But Not so Much When the Reviewer is Similar to the Reader and the Product is Hedonic

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Advances in Advertising Research (Vol. V)

Part of the book series: European Advertising Academy ((EAA,volume 5))

Abstract

It is increasingly common for consumers to consult online reviews before making their (online) purchase decision. Online reviews are a specific form of electronic word-of-mouth (eWOM) which can be defined as any positive or negative statement made by potential, actual, or former customers about a product or company via the Internet (Hennig-Thurauet al., 2004).

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Author information

Authors and Affiliations

  1. Marketing and International Management, Alpen-Adria Universitaet Klagenfurt, Universitaetsstrasse 65-67, 9020, Klagenfurt, Austria

    Dr. Sonja Grabner-Kräuter & Dr. Martin K. J. Waiguny

Authors
  1. Dr. Sonja Grabner-Kräuter
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  2. Dr. Martin K. J. Waiguny
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Corresponding author

Correspondence to Sonja Grabner-Kräuter .

Editor information

Editors and Affiliations

  1. Marketing and Communication Department, Zagreb School of Economics and Management, Zagreb, Croatia

    Ivana Bušljeta Banks

  2. Marketing Department, University of Antwerp, Antwerp, Belgium

    Patrick De Pelsmacker

  3. Depto. Financiacione Fac. de Ciencias Econ. y Empresariales, Universidad Autónoma de Madrid, Madrid, Spain

    Shintaro Okazaki

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Grabner-Kräuter, S., Waiguny, M. (2015). “I Believe More in Factual Reviews” – But Not so Much When the Reviewer is Similar to the Reader and the Product is Hedonic. In: Banks, I., De Pelsmacker, P., Okazaki, S. (eds) Advances in Advertising Research (Vol. V). European Advertising Academy, vol 5. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-08132-4_7

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