Source credibility: A study of eWOM on social media and Chinese students’ travel choices
Chen, Lan (2013) Source credibility: A study of eWOM on social media and Chinese students’ travel choices. [Dissertation (University of Nottingham only)] (Unpublished)
Background problem: Previous studies have found that source credibility of eWOM has impact on perceived persuasiveness of the source. Source credibility plays an important role in the effectiveness of eWOM. The more credibility a product is perceived, the more persuasiveness the information has. There are two models that are commonly used in studying the perceived credibility of the source of information, which are source credibility model (Perceived source credibility depends on expertise and trustworthiness.) and source attractiveness model (Perceived source credibility depends on familiarity, similarity and likeability).
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