Credibility of Online Reviews and Its Impact on Brand Image

What is it about?

This study mainly focuses on credibility of online reviews. People evaluate four aspects of the information to evaluate its credibility, namely, source, receiver, message and medium. In this study source means the people who wrote that online reviews, receiver means the people who saw that review, message means contents of the review and in this study medium is online.

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Why is it important?

Prior studies evaluated the impact of online reviews on brands but they didn't consider the credibility aspect of the reviews. Prior studies didn't theoretically justify the impact of online reviews on brand. This study considers all the four aspects of credibility evaluation, namely, source, receiver, message and medium. Further, in this study attribution theory acts as a bridge that connects credible online reviews and brand image.