Exploring eWOM in Online Consumer Reviews: Experience Versus Search Goods

By Jinsoo Kim, Jaejin Lee and Matt Ragas WJMCR 32 (May 2011) Introduction | Purpose | Literature Review | Research Questions | Methods | Findings | Summary and Discussion | Limitations and Suggestions for Future Research Abstract The purpose of this exploratory study is to provide a description of eWOM that allows a better understanding of this new communication phenomenon by conducting content analysis. The study analyzes 828 online consumer reviews […]