Source credibility: A study of eWOM on social media and Chinese students’ travel choices

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Source credibility: A study of eWOM on social media and Chinese students’ travel choices

Background problem: Previous studies have found that source credibility of eWOM has impact on perceived persuasiveness of the source. Source credibility plays an important role in the effectiveness of eWOM. The more credibility a product is perceived, the more persuasiveness the information has. The...

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Bibliographic Details
Main Author:	Chen, Lan
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2013
Subjects:	Social media source credibility source attractiveness response
Online Access:	https://eprints.nottingham.ac.uk/26918/

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