Influence of online consumer reviews on brand choice

Influence of online consumer reviews on brand choice

Social interaction encourages consumers toshare information in the digital age. Many consumers use online reviews of products and services to supporttheir brand choice. The concept ofreference group explains how peers can influence consumer purchasedecisions. Peers can exert influence onconsumers in...

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Bibliographic Details
Main Author: LUI, Patricia
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2018
Subjects:
Reference group influence
Informational influence
Utilitarian influence
Value-expressive influence
Online consumer reviews
Brand trust
Brand choice
E-Commerce
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/6220
https://ink.library.smu.edu.sg/context/lkcsb_research/article/7219/viewcontent/Influence_of_Online_Consumer_Reviews_on_Brand_Choice.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/6220
https://ink.library.smu.edu.sg/context/lkcsb_research/article/7219/viewcontent/Influence_of_Online_Consumer_Reviews_on_Brand_Choice.pdf

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