The mediating effect of eWOM credibility to sense of virtual community and eWOM review adoption in virtual communities

• Main Authors: Cabo Chanpongco, Gabrielle Gan, Chua, Elyanna Marie Daguiso, Cruz, Zarina Zablan, Mates, Janna Lodin Ferido
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Consumer behavior; Electronic commerce; Word-of-mouth advertising; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/16; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1000/viewcontent/cabo2.pdf

Businesses and consumers are both turning to virtual communities for economic leverages and social engagement respectively since the Philippines’ first Covid-19 lockdown. In this study, the researchers focus on the process of how members of virtual communities of consumption come to accept product r...