The Effects of Expert and Consumer Endorsements on Audience Response

Alex Wang

This study examines the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus affects this process.

The Effects of Expert and Consumer Endorsements on Audience Response

Alex Wang University of Connecticut, Stamford

INTRODUCTION

While Websites Can Perform a variety of marketing functions and selling (Kanso and Nelson, 2004), managing online third-party endorsements becomes an important factor in brand reputation—especially in light of the fact that advertisers are increasingly using their websites to obtain feedback on their products, services, and overall reputation among their customers, and also as a tool to improve their public relations and image (Wang, 2003, 2005a). The importance of strategically taking advantage of cross-channel integration of the internet and maximizing the effectiveness...

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