Consumers seek eWOM sources because they expect relevant information provided by impartial parties.
Consumers have a clear preference for where they read eReviews, mainly due to their familiarity
with the online information provider and the resulting trust. Surprisingly, the content that
provided the most credibility was of a negative nature.
The reason is that the consumers believe that the eReviews are written by an actual consumer, not the provider.
We also find that evidence of a reviewer actually having been to the destination is of utmost importance.
Other important elements are well-written reviews and the presence of personal information.
Other features of content offered by previous research, such as story telling (Black & Kelley, 2009) and inclusion
of specific facts (Papathanassis & Knolle, 2011), were cited only once.
Interestingly, we also find that good grammar and spelling increases eReview credibility.