Title: Visual information impacting electronic word of mouth adoption: mediating role of perceived eWOM review credibility

Authors: Kulwinder Kaur; Tejinderpal Singh

Addresses: University Business School, Panjab University, Chandigarh, India ' University Business School, Panjab University, Chandigarh, India

Abstract: A variety of factors related to electronic word of mouth (eWOM) affects consumers while making purchase decisions online. This study aims to examine the impact of visual information on eWOM adoption mediated by perceived credibility of online reviews. In order to attain this objective, this research study employs the quantitative method approach to perform the empirical study. Survey method has been employed and questionnaires have been used for data collection. Sample size is 300 and homogenous purposive sampling has been used to select respondents targeting customers who purchase products and services online after considering online reviews available on various platforms. A model has been developed and analysed using PLS-SEM structural equation modelling using computer software SmartPLS 3. The result showed that visual information had significant impact on eWOM adoption and perceived eWOM review credibility as a mediator had partial mediation impact on eWOM review adoption.

Keywords: eWOM; eWOM review adoption; visual information; perceived eWOM review credibility.

DOI: 10.1504/IJICBM.2020.109351

International Journal of Indian Culture and Business Management, 2020 Vol.21 No.1, pp.78 - 93

Received: 11 Jun 2019
Accepted: 11 Aug 2019
Published online: 03 Sep 2020 *

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