Europcar named Five Star in car hire
Europcar has won the Five Star Award, in the car rental category, making this the first time that the rent-a-car brand has received this award, which annually...
Source: theportugalnews.com
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Frontiers | Reviewers' Identity Cues in Online Product Reviews and Consumers' Purchase Intention
This research performs three experiments to investigate the influence mechanisms of identity cues in product reviews on consumers’ purchase intention, and to examine the effects of reference groups. The results indicate that: (1) identity cues in positive reviews have a significant positive impact on consumers’ purchase intention, while identity cues in negative reviews have a significant negative impact on consumers’ purchase intention; in addition, identity cues play a greater role in amplifying the impact of negative reviews on purchase intention; (2) emotional social support has a me...
Source: frontiersin.org