Citation

I'll buy that: Electronic word of mouth and the persuasion knowledge model

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

This study applied the persuasion knowledge model (PKM) to assess the role of persuasion knowledge in consumer response to online product reviews, a form of electronic word-of-mouth (eWOM). Using an experimental research design, this paper examined a) what product review attributes are most likely to be seen by consumers as a persuasive attempt, and b) how being seen as a persuasive attempt impacts persuasive outcomes toward the product, namely product attitudes and purchase intention.

Most Common Document Word Stems:

persuas (148), review (133), product (125), consum (102), knowledg (78), word (57), mouth (56), attempt (56), ewom (51), effect (46), model (45), research (45), argument (44), electron (42), journal (41), onlin (40), anonym (36), inform (36), communic (33), attitud (33), posit (32),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p669937_index.html
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MLA Citation:

Miller, Barbara., Xu, Qian. and Barnett, Brooke. "I'll buy that: Electronic word of mouth and the persuasion knowledge model" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 <Not Available>. 2018-08-30 <http://citation.allacademic.com/meta/p669937_index.html>

APA Citation:

Miller, B. , Xu, Q. and Barnett, B. , 2013-08-08 "I'll buy that: Electronic word of mouth and the persuasion knowledge model" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC Online <PDF>. 2018-08-30 from http://citation.allacademic.com/meta/p669937_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study applied the persuasion knowledge model (PKM) to assess the role of persuasion knowledge in consumer response to online product reviews, a form of electronic word-of-mouth (eWOM). Using an experimental research design, this paper examined a) what product review attributes are most likely to be seen by consumers as a persuasive attempt, and b) how being seen as a persuasive attempt impacts persuasive outcomes toward the product, namely product attitudes and purchase intention.


Similar Titles:
Examining E-cigarette Advertising through Social Media: Effects of Consumer-Celebrity Risk-Oriented Image Congruence and Parasocial Identification on Ad Attitude, Electronic Word-of-Mouth, and E-Cigarette Smoking Intentions


 
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