Electronic word-of-mouth: a comparison of stated and revealed behavior on electronic discussion boards

The important influence of peer recommendations on consumer purchases has been strongly established. However, recent growth in electronic discussion boards has increased the potential for electronic word-of-mouth (eWOM) between people who have never met.
  

Electronic Word-of-Mouth: A Comparison of Stated and Revealed Behavior on Electronic Discussion Boards

John FongMacquarie University, Sydney, Australia

Suzan BurtonMacquarie University, Sydney, Australia

INTRODUCTION

A number of studies have shown...