Szabó-Douat, TeodóraBabao, Charriz Dominique2024-02-282024-02-282024-01-31http://hdl.handle.net/10362/164243Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsDo potential customers’ purchasing decision get affected by reviews from people whose reviews clearly show that they have never tried or used a product or brand? This study investigates this by doing a scenario-based experiment, utilizing a 2x2 between-subjects design (information source: armchair quarterback vs expert x consumer behavior: goal-directed vs experiential). Results indicate that (1) negative reviews, whether they come from negative human experts or armchair quarterbacks, can still impact positive purchase intention; (2) negative reviews can discourage an individual to spend, whether he or she has the goal to purchase a product or not; (3) attitude towards online reviews have a significant effect on positive purchase intention. This paper provides practical implications in dealing with negative online reviews.engWOMeWOMonline reviewsnegative reviewsuser-generated product reviewexperience goodsarmchair quarterbackpurchase intentionSOR modelSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructuremaster thesis203531280