Study results show that companies c

Study results show that companies can use
consumer reviews by female customers to increase
rapport, perceived eWOM creditability, and intent to
purchase for other female customers. Study results also
show that companies can provide more online product
information to increase the balance between actual
product information and consumer reviews. Study
results also show that increased expertise and
involvement leads to increased eWOM credibility,
eWOM acceptance, and intent to purchase. As a result,
study results show that companies can provide more
online product information to increase expertise and
involvement, to increase eWOM credibility, eWOM
acceptance, and intent to purchase, in particular, for
female customers.