Cómo evalúan los jóvenes las opiniones de otros consumidores en Internet. El caso de la UPV/EHU

  1. ME Olabarri-Fernández 1
  2. S Monge-Benito 1
  3. S Usín Enales 1
  1. 1 Departamento de Comunicación Audiovisual y Publicidad. Universidad del País Vasco (España)
Journal:
Revista Latina de Comunicación Social

ISSN: 1138-5820

Year of publication: 2015

Issue: 70

Pages: 703-725

Type: Article

DOI: 10.4185/RLCS-2015-1067 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Revista Latina de Comunicación Social

Abstract

Introduction. Online reviews of products and services have become an important source of information and assistance in consumers‟ buying decision-making processes. The amount, diversity and accessibility of online reviews have contributed to their appeal and popularity. Electronic word of mouth (eWOM) has changed the way consumers interact with each other as well as the way in which they buy products and services. Methods. This article aims to characterise the way in which students from the University of the Basque Country use and evaluate anonymous online reviews. To achieve this objective qualitative and quantitative methods have been used: three focus groups and a large-scale online survey. Results and conclusions. The results of this study have allowed us to describe the evaluation process young people follow when they consult online reviews and to identify the types of reviews that are more likely to catch the attention of young internet users and influence their decisions.

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Data source: Dialnet