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Consumer-perceived review attitude determines consumer overall information adoption and is a core part of consumer’s online-shopping. This study aims to focus on factors that could influence consumer review attitude and can be used by marketers to shape individual information perception.

The study used the questionnaire method to collect data from online shoppers and the modelling of structural equations as an empirical approach to analyse the data.

The findings demonstrate that both systematic and heuristic cues impact the reviewer’s credibility and perceived website attitude differently, which, in turn, influence review attitude. Review characteristics, such as factuality, consistency and relevancy, have a positive relationship with reviewer credibility, while only review consistency and relevancy appears to have a relationship with review attitude. Website characteristics such as reputation, familiarity and social interactivity positively influence the website attitude, which positively influences review attitude. Apart from this, review skepticism has a significant negative relationship with review attitude.

This study could help to foster a positive attitude towards online reviews. Digital marketers need to motivate trusted reviewers to post consistent, fact-based reviews. Further improving the overall website reputation and interactivity could bring a positive attitude towards the reviews. Also, digital marketers must filter and avoid contradictory reviews or reviews that have a bipolar message and reviews expressing numerous emotions to enhance review relevance and consistency.

The current study addresses the need to understand the formation of consumer review attitude through both review and website characteristics using heuristic – systematic model. The paper captures the complex process undergone by the consumer to decipher review attitude and thereby extend the understanding of consumer information processing.

This study aims to address the growing importance of online health information (OHI) and the associated uncertainty. Although previous research has explored factors influencing the credibility of OHI, results have been inconsistent. Therefore, this study aims to identify the essential factors that influence the perceived credibility of OHI by conducting a meta-analysis of articles published from 2010 to 2022. The study also aims to examine the moderating effects of demographic characteristics, study design and the platforms where health information is located.

Based on the Prominence-Interpretation Theory (PIT), a meta-analysis of 25 empirical studies was conducted to explore 12 factors related to information content and source, social interaction, individual and media affordance. Moderators such as age, education level, gender of participants, sample size, platforms and research design were also examined.

Results suggest that all factors, except social support, have significant effects on the credibility of OHI. Among them, argument quality had the strongest correlation with credibility and individual factors were also found to be relevant. Moderating effects indicate that social support was significantly moderated by age and education level. Different sample sizes may lead to variations in the role of social endorsement, while personal involvement was moderated by sample size, platform and study design.

This study enriches the application of PIT in the health domain and provides guidance for scholars to expand the scope of research on factors influencing OHI credibility.

The internet has evolved into an indispensable platform for seeking health information, particularly among transgender individuals. With an abundance of online resources available, extensive research into the credibility and reliability of this information is essential, as concerns about the quality of online resources persist. Transgender individuals are drawn to online health information due to the anonymity it offers, providing them with a sense of freedom from social isolation and the discomfort of experimenting with their transgender identity. However, it is crucial to assess the accuracy and reliability of the transgender health information available on the internet. This article aims to evaluate the quality of online transgender health resources by utilizing ten credibility indicators, along with six indicators to assess the veracity of the content.

A total of 179 online resources were meticulously reviewed after excluding any unnecessary and irrelevant ones, to ensure a comprehensive assessment.

The findings suggest that among the chosen resources, none of them meet all the criteria for maintaining high standards of accuracy and reliability in health information. In other words, none of these sources completely adhere to the established measures for ensuring that the information they provide is trustworthy and of high quality in the context of health.

The study provides valuable insights into the online realm of transgender health information, revealing both the strengths and weaknesses of the existing resources. By pinpointing areas that need enhancement and showcasing commendable practices, this research strives to promote a more knowledgeable and supportive online environment for individuals in search of transgender health information.

The environment in which users acquire medical and health information has changed dramatically, with online health communities (OHCs) emerging as an essential means for accessing health information. It is imperative to comprehend the factors that shape the users' compliance willingness (UCW) to health information in OHCs.

This study adopted the information adoption model (IAM) and theory of planned behavior (TPB) to investigate the influence of argument quality (AQ), source credibility (SC) and subjective norms (SN) on UCW while considering the two types of online health information – mature and emerging treatments. The authors conducted an explanatory-predictive study based on a 2 (treatment types: mature vs. emerging) * 2 (AQ: high vs. low) * 2 (SC: high vs. low) scenario-based experiment, using the partial least squares structural equation modeling (PLS-SEM).

SC positively influences AQ. AQ, SC and SN contribute to information usefulness (IU). These factors positively affect UCW through the mediation of IU. SN were found to improve UCW directly. Moreover, the moderating effect of SC on AQ and IU was more substantial for emerging treatments.

The research model integrates IAM and TPB, considering information types as an additional variable. The approach and findings provide a valuable explanation for UCW to health information in OHCs.

We investigate the joint impacts of three trust cues – content, sentiment and helpfulness votes – of online product reviews on the trust of reviews and attitude toward the product/service reviewed.

We performed three studies to test our research model, presenting participants with scenarios involving product reviews and prior users' helpful and unhelpful votes across experimental settings.

A high helpfulness ratio boosts users’ trust and influences behaviors in both positive and negative reviews. This effect is more pronounced in attribute-based reviews than emotion-based ones. Unlike the ratio effect, helpfulness magnitude significantly impacts only negative attribute-based reviews.

Future research should investigate voting systems in various online contexts, such as Facebook post likes, Twitter microblog thumb-ups and up-votes for article comments on platforms like The New York Times.

Our findings have significant implications for voting system-providers implementing information techniques on third-party review platforms, participatory sites emphasizing user-generated content and online retailers prioritizing product awareness and reputation.

This study addresses an identified need; that is, the helpfulness votes as an additional trust cue and the joint effects of three trust cues – content, sentiment and helpfulness votes – of online product reviews on the trust of customers in reviews and their consequential attitude toward the product/service reviewed.

The purpose of this paper is to investigate the moderating effect of homophily between trust in social media influencers (SMIs) and credibility of the post in influencer marketing by incorporating the similarity attraction theory (SAT) and analysing the effect of trust in SMIs on online purchase intention and credibility of the post. This study also explored the mediating role of influencers’ credibility of the post between trust in SMIs and online purchase intention.

The data were collected from 417 respondents in Jaipur, India, using an online questionnaire via Google Forms. A convenience sampling technique was employed to collect the data. Partial least squares structural equation modelling (PLS-SEM) was used to test the proposed hypotheses with the help of SmartPLS version 4.

The results exhibit a positive and significant influence of trust in SMIs on credibility of the post and online purchase intention. Also, this study found a positive and significant relationship between credibility of the post and online purchase intention. Additionally, credibility of the post had a positive and significant mediation role in the relationship between trust in SMIs and online purchase intention. In addition, homophily positively moderated the relationship between trust in SMIs and credibility of the post.

The findings of this study can be used by marketing professionals working in the e-commerce industry to ensure their continued in success using the right influencers for their specific target audiences and help them create and implement more effective promotional strategies, increasing brand awareness, announcing sales, using them for creative content and so on.

Until now, there has been no study in the Indian context that has tested the moderation effect of homophily between the trust in SMIs and credibility of the post by incorporating the SAT, according to the researchers’ knowledge. Furthermore, this novel piece of research explored the relationship between trust in SMIs and online purchase intention with credibility of the post as a mediator.

This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers.

An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment.

Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement.

First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks.

To the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.

To elaborate the picture of credibility assessment by examining how participants of online discussion evaluate the informational credibility of conspiracy theories.

Descriptive quantitative analysis and qualitative content analysis of 2,663 posts submitted to seven Reddit threads discussing a conspiracy operation, that is, the damage of the Nord Stream gas pipelines in September 2022. It was examined how the participants of online discussion assess the credibility of information constitutive of conspiracy theories speculating about (1) suspected actors responsible for the damage, (2) their motives and (3) the ways in which the damage was made. The credibility assessments focussed on diverse sources offering information about the above three factors.

The participants assessed the credibility of information by drawing on four main criteria: plausibility of arguments, honesty in argumentation, similarity to one's beliefs and provision of evidence. Most assessments were negative and indicated doubt about the informational believability of conspiracy theories about the damage. Of the information sources referred to in the discussion, the posts submitted by fellow participants, television programmes and statements provided by governmental organizations were judged most critically, due to implausible argumentation and advocacy of biased views.

As the study focuses on a sample of posts dealing with conspiracy theories about a particular event, the findings cannot be generalized to concern the informational credibility conspiracy narratives.

The study pioneers by providing an in-depth analysis of the nature of credibility assessments by focussing on information constitutive of conspiracy theories.

The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.

As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.

Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.

This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

Online reviews derived from peer communications have been increasingly viewed as an important approach for consumers to gather pre-purchase information. This study aims to examine factors affecting online reviews adoption in social network communities and then indicates the underlying mechanism of this process based on an extended information adoption model (IAM).

Using the data collected from 242 users of a social network community via an online survey, the proposed model is empirically assessed by partial least squares-based structural equation model (PLS-SEM).

The results show that both perceived diagnosticity and perceived serendipity are drivers of online reviews adoption in social network communities. Meanwhile, community identification is not only an antecedent of diagnosticity and serendipity perceived by community members, but also motivates source credibility which, in turn, positively influences argument quality. Finally, the importance of argument quality and source credibility in reviews adoption process is also presented.

This study extends the IAM and enriches the literature regarding online reviews adoption. It deepens the understanding of serendipitous experiences and community identification in social networking context by addressing their important roles in the authors' extended IAM.