Willemsen, L. M., Neijens, P. C., & Bronner, F. E. (2011). Perceived Expertise vs Perceived Trustworthiness: The suppressed effect of source type on review attitude. In S. Okazaki (Ed.), EAA Advances in Advertising Research (vol. 2, Breaking new ground in theory and practice) (pp. 421-436). Wiesbaden: Gabler Verlag.

Abstract: We examine the relative effects of consumers and experts on credibility
assessments. We assert that consumers and experts have differential effects on perceived source expertise and trustworthiness- i.e. two dimensions of source credibility- and that teasing apart these differential effects facilitates a better understanding of source effects in computer-mediated communication (CMC).
Keywords: eWOM, persuasiveness of reviews, computer-mediated communication (CMC)

Link: http://link.springer.com/content/pdf/10.1007%2F978-3-8349-6854-8_27.pdf