The Effects of Expert and Consumer Endorsements on Audience Response

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...

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