Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
The Effects Of Source And Content On Types Of Social Influence In Online Traveler Reviews, Laura A. Book
The Effects Of Source And Content On Types Of Social Influence In Online Traveler Reviews, Laura A. Book
UNLV Theses, Dissertations, Professional Papers, and Capstones
Today’s highly connected purchasing environment is unique in that consumers are confronted with a vast quantity of information from a variety of sources. Using the theoretical underpinnings of social influence and judgmental heuristics, this dissertation examines source and content characteristics to understand their influence on consumers’ perceptions and decisions. This dissertation utilized two experiments to examine how source and content attributes lead to different types information processing and types of social influence in online reviews. The first study utilized a 2 (expertise) x 2 (group membership) experimental design that manipulated source characteristics. The second study utilized a 2 (recommendation percentage) …