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What is Persuasive Effects

Encyclopedia of Business Analytics and Optimization
Persuasive effects are to shape consumers' attitudes and evaluation towards the product and ultimately influence their purchase decision.
Published in Chapter:
Online Word-of-Mouth Reviews
Jing Huo (University of Science & Technology of China, P.R. China), Qinglong Gou (University of Science & Technology of China, P.R. China), Qi Dai (University of Science & Technology of China, P.R. China), and Zhimin Huang (Adelphi University, USA)
Copyright: © 2014 |Pages: 9
DOI: 10.4018/978-1-4666-5202-6.ch151
Online word-of-mouth (WOM) has received significant research attention as the Internet has rapidly developed. Owing to specific Internet platforms such as consumer reviews sites and social network sites, online WOM spreads much more quickly and widely than traditional WOM, and that phenomenon ultimately makes online WOM play a key role in a consumer's purchase decision. In this chapter we present an overview of previous research on online WOM to facilitate future research in this area. In this review, previous researches are divided into three streams, i.e., (1) the effectiveness of online WOM, (2) the valence of online WOM, and (3) the antecedents and consequences of online WOM. Also, two possible future research directions are suggested at the end the chapter.
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