Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement
Mira LeeMichigan State University
Seounmi YounEmerson College
INTRODUCTION
Word of mouth (WOM) – interpersonal communication about products and services between consumers – is one of the most influential sources of marketplace information for consumers (Arndt 1967; Alreck & Settle 1995). It is so influential because consumers generally trust peer consumers more than they trust advertisers or marketers (Blackshaw 2006; Sen & Lerman 2007). WOM is typically independent of marketers' selling intents and is thus considered to be more trustworthy and credible (Bone 1995; Bickart & Schindler...