Abstract
Online consumer reviews are one of the various forms of eWOM that have challenged the interest of both researchers and practitioners. Such online articulation can contain evaluative information about a certain object and may be useful for potential consumers in determining whether they should or should not buy the product (Chen and Xie, 2008). Prospective consumers are more likely to use a brand recommended by satisfied previous users than marketing-related sources, because information coming from other consumers are considered more truthful and relevant (Bickart and Schindler, 2001).
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Purnawirawan, N., De Pelsmacker, P., Dens, N. (2012). The Perceived Usefulness of Online Review Sets: The Role of Balance and Presentation Order. In: Eisend, M., Langner, T., Okazaki, S. (eds) Advances in Advertising Research (Vol. III). European Advertising Academy. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4291-3_14
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