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
A number of studies have shown...