...Yang Li; Seung Ho Park Purpose Prior research on peer-to-peer (P2P) lending and electronic word-of-mouth (eWOM) has overlooked how eWOM valence ambiguity and the external environment influence the relationship between eWOM volume and platform performance. Based on signaling and information...

... Licensed re-use rights only eWOM Culture Movie Review variance Heuristic-systematic model Social media Businesses invest millions of dollars in delivering marketing messages to consumers; however, ironically, the most persuasive messages come from consumers themselves (Sridhar...

... because corporate characteristics affect eWOM signals and, by analyzing the role of culture in moderating these relationships, we can expand our knowledge of review helpfulness. To construct our research model, we build upon the elaboration likelihood model (ELM; Petty and Cacioppo, 1986...

... and bonding social capital on consumers' positive and negative brand-related electronic word-of-mouth (eWOM) sharing with in-group and out-group audiences. Design/methodology/approach The online survey was conducted with young adult consumers in the Netherlands (N = 322). Multiple regression...

.... The students were randomly assigned according to a factorial design. All study sessions took place in computer labs in groups of 10-15. Subjects were separated from each other and asked to complete the experiment independently. eWOM Review helpfulness Valence Consumers’ goals Information congruity...

... within the brand community context. Drawing from social identity theory and the theory of involvement, the present study aims to reveal the role that group eWOM plays in influencing brand community members’ evaluation on negative brand decisions. Design/methodology/approach By using an experimental...