'Arrivederci CIAO.com, Buongiorno Bing.com' - Electronic word-of-mouth (eWOM), antecedences and consequences

@article{Khammash2011ArrivederciCB,
  title={'Arrivederci CIAO.com, Buongiorno Bing.com' - Electronic word-of-mouth (eWOM), antecedences and consequences},
  author={Marwan Khammash and Gareth H. Griffiths},
  journal={Int. J. Inf. Manag.},
  year={2011},
  volume={31},
  pages={82-87}
}
The Internet facilitates access to online product reviews and comments written by consumers. This paper offers new insights on the motives and antecedents of the reading behaviour of consumer reviews in online opinion platforms. This research was carried out from 2005 to 2008 using a case study approach. The case involved working with a prominent and successful online opinion platform (CIAO.com). The company was so successful it was purchased by Microsoft for $486 million in 2008 and is now… 
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