Toggle Main Menu Toggle Search

Open Access padlockePrints

What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM

Lookup NU author(s): Professor Raffaele Filieri


Full text for this publication is not currently held within this repository. Alternative links are provided below where available.


Consumers are increasingly using online consumer reviews (OCRs) to learn about product quality. It is thus paramount for marketers to understand what makes OCRs helpful to consumers and how this evaluation affects their decisions. Dual-process theory has been adopted in this study to investigate the informational and normative predictors of information diagnosticity and its links with consumers' information adoption.The findings suggest that consumers are primarily influenced by the quality of information and subsequently influenced by customer ratings and overall rankings. These results imply that both of the aforementioned informational and normative cues are critical to consumers in evaluating the quality and performance of products through OCRs. The results show that information quantity and source credibility have a limited effect on information diagnosticity, which ultimately influences consumers' information adoption. This study extends the application of dual-process theory to online settings, the findings are valuable for marketing managers of online organisations.

Publication metadata

Author(s): Filieri R

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2015

Volume: 68

Issue: 6

Pages: 1261–1270

Print publication date: 01/06/2015

Online publication date: 02/12/2014

Acceptance date: 12/11/2014

ISSN (print): 0148-2963

ISSN (electronic): 1873-7978

Publisher: Elsevier


DOI: 10.1016/j.jbusres.2014.11.006


Altmetrics provided by Altmetric