Purpose: To understand the effectiveness of electronic word of mouth, the purpose of this paper is to examine how high- vs low-knowledge consumers judge and attribute the credibility of positive and negative online reviews by drawing upon accessibility–diagnosticity theory and attribution...

Purpose – The goal of this study is to investigate the relationships among brand attachment, online source credibility, and severity of negative online information on perceived negative change in brand evaluation and perceived brand risk. Design/methodology/approach – A 2×2×2 experiment...