Can you believe what you see? A qualitative study about the determinants affecting the perceived credibility of video eWOM
Thesis Purpose: With the increasing popularity of social networks like YouTube, and the increasing accessibility of consumers to devices able to make and edit videos, video reviews are facing a remarkable growth. Hitherto, the research in eWOM has paid more attention to written reviews, leaving a notable gap of research in video eWOM. The purpose of this study was to improve the knowledge about vi