Building Web-Analytics system to Measure Perceived Source Credibility in Electronic Word of Mouth Communication

Electronic word-of-mouth (eWOM) has become one of the influential sources of information in recent times. However, the emergence of digital media and the huge volume has made it difficult to evaluate its credibility. The main purpose of this article is to determine the factors influencing Electronic word of mouth source credibility for durable products in India. Further, this study examines to what extent business analytics tools are used in the research of eWOM source credibility. The findings suggest that the source trustworthiness and source expertise significantly contribute to eWOM source credibility which further influences the purchase intention, brand awareness, and consumer attitude. The real-time information is not getting captured through business analytics tools. The marketers and practitioners can benefit from this study by understanding phenomenon of the eWOM source credibility and influence on overall consumer behaviour. The study further suggests building an eWOM analytics system and provides future research directions.