129554 20231221152907.0 doi 10.1108/SJME-08-2019-0067 sideral 115803 ART-2019-115803 eng Orús, C. Universidad de Zaragoza (orcid)0000-0002-8253-4713 The impact of consumers’ positive online recommendations on the omnichannel webrooming experience 2019 Purpose: This purpose of this paper is to analyze how consumers’ online recommendations affect the omnichannel webrooming experience based on the internet, physical and mobile channels. Design/methodology/approach: Two experimental studies are implemented. Study 1 analyzes the impact of an online review on the physical interaction with the product. Study 2 modifies the moment of receiving the online recommendation and its social tie. Findings: Webrooming improves the shopping experience. Online recommendations from anonymous customers increase confidence in the product’s adequacy, although this effect depends on the moment of receiving the recommendation and the level of confidence before interacting physically with the product. Friend recommendations reinforce preferences regardless of previous online experiences. Research limitations/implications: This research examines the effects of different types of online recommendations on offline shopping experiences, choice and confidence. Confidence is stressed as a key variable in omnichannel behavior. Practical implications: The findings offer practical value for electronic word-of-mouth marketing, omnichannel marketing, as well as online and physical channel management. Originality/value: This is one of the first studies that examine the impact of online consumer recommendations on shopping experiences combining online, mobile and physical channels. The results reveal the importance of recommendations’ source and moment of reception for determining consumers’ preferences, choice and confidence. Access copy available to the general public Unrestricted info:eu-repo/grantAgreement/ES/DGA/S20-17R info:eu-repo/grantAgreement/ES/MINECO/ECO2016-76768-R info:eu-repo/grantAgreement/ES/UZ/JIUZ-2018-SOC-14 info:eu-repo/semantics/openAccess by http://creativecommons.org/licenses/by/3.0/es/ 0.512 2019 Marketing 2019 Q2 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Gurrea, R. Universidad de Zaragoza (orcid)0000-0002-5487-5203 Ibáñez-Sánchez, S. Universidad de Zaragoza (orcid)0000-0003-3088-4102 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 23, 3 (2019), 397-414 Span. j. mark.-ESIC Spanish Journal of Marketing - ESIC 2444-9695 334762 http://zaguan.unizar.es/record/129554/files/texto_completo.pdf Versión publicada 1760593 http://zaguan.unizar.es/record/129554/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:129554 articulos driver 2023-12-21-13:09:00 ARTICLE