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- Title
Young internet users' evaluation of online consumer reviews. The case of the students from the University of the Basque Country (UPV/EHU).
- Authors
Olabarri-Fernández, M. E.; Monge-Benito, S.; Usín Enales, S.
- Abstract
Introduction. Online reviews of products and services have become an important source of information and assistance in consumers' buying decision-making processes. The amount, diversity and accessibility of online reviews have contributed to their appeal and popularity. Electronic word of mouth (eWOM) has changed the way consumers interact with each other as well as the way in which they buy products and services. Methods. This article aims to characterise the way in which students from the University of the Basque Country use and evaluate anonymous online reviews. To achieve this objective qualitative and quantitative methods have been used: three focus groups and a large-scale online survey. Results and conclusions. The results of this study have allowed us to describe the evaluation process young people follow when they consult online reviews and to identify the types of reviews that are more likely to catch the attention of young internet users and influence their decisions.
- Subjects
RESEARCH on Internet users; CONSUMER attitudes; WORD-of-mouth communication; WORD of mouth advertising; FOCUS groups
- Publication
Revista Latina de Comunicación Social, 2015, Issue 70, p703
- ISSN
1138-5820
- Publication type
Article
- DOI
10.4185/RLCS-2015-1067en