The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. (March 2020)

• Record Type: Journal Article
• Authors: Ismagilova, Elvira; Slade, Emma; Rana, Nripendra P.; Dwivedi, Yogesh K.
• Is Part Of: Journal of retailing and consumer services. Volume 53(2020)
• Publication Date: 2020-03
• Subjects: Electronic word of mouth (eWOM) -- Meta-analysis -- Characteristics of source credibility -- Consumer behaviour; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2019.01.005
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: The aim of this research is to synthesise findings from existing studies on the characteristics of source credibility of electronic word of mouth (eWOM) communications in a single model by using meta-analysis. Findings from 20 research papers show that source expertise, trustworthiness, and homophily significantly influence perceived eWOM usefulness and credibility, intention to purchase, and information adoption. The results of this study add to existing knowledge of the influence of source characteristics on consumer behaviour, which will advance our understanding of information processing. Marketers can use the findings of this meta-analysis to enhance their marketing activities.