O’Reilly, Kelley A.; MacMillan, Amy; Mumuni, Alhassan G. - In: Qualitative Market Research: An International Journal 21 (2018) 3, pp. 375-400
Purpose: The purpose of this study is to examine factors affecting the extent of consumers’ use of electronic word-of-mouth (eWOM), specifically online product reviews (OPRs), during their decision-making process. It also examines their motives for using OPRs. Design/methodology/approach: The...