Univrsity Of Tehran Press Journal of Information Technology Management 2980-7972 15 2 2023 04 01 Exploring the Perceived online Review Credibility and Management Response Influence on Purchase Intention 92 115 92361 10.22059/jitm.2022.333297.2956 EN Elmira Djafarova Associate Prof., Department of Business and Management, Northumbria University, Northumbria, England. 0000-0003-2189-4472 Laura Geere BA MSc., Department of Business and Management, Northumbria University, Northumbria, England. Journal Article 2021 11 01 Online reviews play a crucial role in the consumer decision-making process in the glamping industry. Some reviews are misleading; therefore, users need to identify credible reviews to form objective opinions. This study examined dimensions of perceived review credibility and its influence on purchase intention within the glamping business. Online surveys were conducted with respondents with relevant travel experiences to examine the key credibility factors. Findings identified that review length, amount of detail, writing style, and travelers’ images; as well as mixed, moderate, and two-sided reviews influence perceived review credibility. It was also found that perceived review credibility influences purchase intention; that management response impacts perceived company credibility and purchase intention; and that personalized management response is valuable for the perceived credibility and purchase intention. A revised conceptual framework was developed to demonstrate the sources of perceived credible online reviews and the role of management responses in the reviews. In addition to the theoretical contribution, this study can have practical marketing implications for businesses when creating online promotional material for their products and engaging with customers Online Review Perceived Credibility Management Response Purchase intention https://jitm.ut.ac.ir/article_92361_1218c13844cfe6277cbaf09e004898d4.pdf