The impact of eWOM: a study on the adoption of opinions on consumer online communities

Jorge Brantes Ferreira, Angilberto Freitas, Eduardo Rocha Guarana, Thais Vieira de Lima, Juliana Werneck Rodrigues, Cristiane Junqueira Giovannini

Abstract


Internet has revolutionized word-of-mouth marketing. Once face-to-face, word-of-mouth communications can now be exchanged globally via a multitude of platforms, allowing virtual strangers to share information regardless of geographical boundaries. This study aims to evaluate factors affecting the adoption of information among members of online consumer communities. Structural Equation Modelling (SEM) was used to analyze data from a 288 respondent sample acquired via survey and results indicate that information utility, majorly driven by its relevance and reliability, is crucial for information adoption processes.

Keywords


e-commerce, eWOM, consumer behavior

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