Quotation Weitzl, Wolfgang, Zniva, Robert. 2015. Towards a Better Understanding and Measurement Of Real Consumer Trust in Electronic Word-of-Mouth. 6th EMAC Regional Conference, Vienna, Österreich, 16.09-18.09..


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Abstract

Social media marketing still suffers from an alarming research gap concerning the adequate measurement of the disciplines key constructs. This paper advances marketers understanding of the critical role of consumer trust in electronic word-of-mouth (eWOM) by (a) clarifying the constructs nature, components and boundaries, (b) clearly separating eWOM trust from similar but conceptually different constructs (e.g., eWOM credibility), (c) introducing a valid, reliable and practicable new measurement instrument (the eWT-S), and (d) demonstrating the applicability of the scale for profiling eWOM trusters and segmenting online consumers. This research relies on a demanding multi-stage research process with samples from three countries.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title Towards a Better Understanding and Measurement Of Real Consumer Trust in Electronic Word-of-Mouth
Event 6th EMAC Regional Conference
Year 2015
Date 16.09-18.09.
Country Austria
Location Vienna

Associations

People
Weitzl, Wolfgang (Former researcher)
Zniva, Robert (Details)
Organization
Marketing DP (Details)
Retailing and Marketing IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
5307 Business and management economics (Details)
5320 Marketing (Details)
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