THEORETICAL BACKGROUND
Source credibility
A distinct difference between the “word of mouse” and the traditional “word of mouth” lies in the fact that
the “word of mouse” is from strangers only connected in the virtual environment while the traditional “word of
mouth” usually refers to the comments from an acquaintance. Such a distinction makes the notion of
source
credibility
very relevant to the objective of this study.
9
The order of the authorship is arbitrary. All authors contributed equally to the study. The authors thank Dr. Meg
Meloy for insightful comments on the earlier versions of this manuscript.
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