Credibility of online reviews and initial online trust in hotel services: the roles of similarity and review quality
As a new type of word-of-mouth media, online hotel review sites have a significant role in travelers’ decision making. Despite of growing popularity and adoption among travelers, online reviews are often questioned for their credibility. The purpose of this study is to investigate how review quality...
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Conference Paper |
| Published: |
Australian and New Zealand Marketing Academy
2011
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/18977 |