• EWOM, what are we suspecting? Motivation, truthfulness or identity
    with Xiao Zhang and Yun Wu
    Journal of Information, Communication and Ethics in Society 19 (1): 104-128. 2021.
    Purpose As fake information has become the norm on the internet, it is important to investigate how skepticism impacts an individual’s attitude toward word-of-mouth. This study examines eWOM skepticism via three dimensions: suspicion of motivation, suspicion of truthfulness and suspicion of identity. It investigates not only which of the three dimensions is more influential in eWOM situations but also the variations and relationships among these three. Furthermore, this study evaluates how an in…Read more