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Investigating source differences of online reviews in an emerging market

conference contribution
posted on 2023-05-24, 19:33 authored by Lin YangLin Yang, Rajesh RajaguruRajesh Rajaguru, Kumar, S
Company-owned and third-party review websites create a platform for consumers to share their experiences with brands, products and services. This study proposes and validates that these websites have varied effect on consumers perception of the brand image, brand attitude and purchase intention. The study was conducted in India with mobile phone buyers who have searched online review websites before making their decisions. Attribution theory was employed and SEM was used for analysis of 364 survey responses. The results indicated a mediating effect of brand image and brand attitude on the relationship between eWOM and purchase intention for both types of review websites. While the results indicated a significant effect of online reviews on brand attitude for third-party owned reviews, the effect was not significant for the company-owned reviews. The study encourages the companies to develop strategies and build trust among the consumers on the company owned review website.

History

Publication title

ANZMAC 2019 Conference Proceedings

Pagination

696-700

ISSN

1447-3275

Department/School

TSBE

Publisher

Victoria University of Wellington

Place of publication

New Zealand

Event title

ANZMAC 2019

Event Venue

Wellington, NZ

Date of Event (Start Date)

2019-12-02

Date of Event (End Date)

2019-12-04

Repository Status

  • Restricted

Socio-economic Objectives

Marketing; Consumer electronic equipment (excl. communication equipment)

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    University Of Tasmania

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