The full text of this article


The usefulness of online reviews in financial services
by Monica D. Guillory; Ritu Lohtia; Naveen Donthu
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 7, No. 1, 2016


Abstract: As consumers become savvier in their consumption process, they seek out sources of information that will help them in their decision-making. Online reviews have become an important part of this process. Shoppers will search the internet for product information, which includes expert or editorial reviews and user-generated content. In this scenario-based experimental study, we examine the effect of review source, user or expert, on their usefulness to consumer reviews, and the impact of valence and internet experience on that usefulness in the financial services industry. Our research demonstrates that there is no significant difference between the usefulness of user reviews and expert reviews alone. However, we also show that both internet experience and valance can have an influence. Our research demonstrates that although the fundamental theories developed in marketing apply to this medium, we need to continue to do research to understand how they specifically apply to social media.

Online publication date: Mon, 14-Mar-2016


is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Marketing and Retailing (IJEMR):
Login with your Inderscience username and password:


    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email