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 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Annual

What Chatter Matters in Times of Economic Change? The Impact of Consumer Confidence on eWOM Effectiveness

Published: May 24, 2022


Thomas Scholdra, University of Cologne


Electronic word of mouth (eWOM) serves as a valuable source of information for consumers’ purchase decision making process. Online product reviews, thereby, constitute an effective tool to learn about product quality and help to reduce purchase risk. Existing literature typically concentrates on the direct impact of eWOM on sales. However, this relationship may change when economic conditions shift and avoidance of purchase failure becomes more important. Hence, the authors investigate the moderating role of consumer confidence on the relationship between key eWOM metrics and sales. The empirical study is based on a unique and longitudinal product level data set, containing weekly sales-rank, price, and eWOM information from and economic data from the University of Michigan - Surveys of Consumers. This study is the first to demonstrate the changing effectiveness of these eWOM characteristics for consumers’ decision making process in the light of varying economic conditions.