Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2019 Annual Conference


Examining the Effect of Company-Owned Versus Third-Party Website Reviews in An Emerging Market
(A2019-8981)

Published: May 28, 2019

AUTHORS

Lin Yang, University of Tasmania; Sanjeev Kumar, Graphic Era (Deemed to be University); Rajesh Rajaguru, University of Tasmania

KEYWORDS

eWOM; Brand; Purchase Intention

ABSTRACT

eWOM facilitates the consumers decision making process and enables the companies to understand the consumers view and opinion of their brand, product and services offered. Company-owned and third-party controlled review websites create a platform for the consumers to share their experience. The study predicts company-owned and third-party reviewer websites to have the varied effect of consumers perception of the brand image, brand attitude and purchase intention. The study was conducted with the consumers who recently bought a mobile phone and have searched online review websites before making the decision. Attribution theory was employed and SEM using AMOS was used for analysis. The results indicated a mediating effect of brand image and brand attitude on the relationship between eWOM and purchase intention for both types of review websites. While the results indicated a significant effect of eWOM on brand attitude for third-party owned reviews, the effect was non-significant for the company-owned reviews. The study encourages the companies to develop trust among the consumers on the company owned review website.