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Investigating source differences of online reviews in an emerging market


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Yang, L ORCID: 0000-0001-5784-0922, Rajaguru, R ORCID: 0000-0001-8262-368X and Kumar, S 2019 , 'Investigating source differences of online reviews in an emerging market', in JE Richards and D Kadirov (eds.), 2019 ANZMAC Conference Proceedings , Victoria University of Wellington, New Zealand, pp. 696-700 .

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Company-owned and third-party review websites create a platform for consumers to share theirexperiences with brands, products and services. This study proposes and validates that thesewebsites have varied effect on consumers perception of the brand image, brand attitude andpurchase intention. The study was conducted in India with mobile phone buyers who havesearched online review websites before making their decisions. Attribution theory wasemployed and SEM was used for analysis of 364 survey responses. The results indicated amediating effect of brand image and brand attitude on the relationship between eWOM andpurchase intention for both types of review websites. While the results indicated a significanteffect of online reviews on brand attitude for third-party owned reviews, the effect was notsignificant for the company-owned reviews. The study encourages the companies to developstrategies and build trust among the consumers on the company owned review website.

Item Type: Conference Publication
Authors/Creators:Yang, L and Rajaguru, R and Kumar, S
Keywords: online review, brand, purchase intention
Journal or Publication Title: 2019 ANZMAC Conference Proceedings
Publisher: Victoria University of Wellington
ISSN: 1447-3275
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