eWOM credibility on social networking sites: A framework

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Title: eWOM credibility on social networking sites: A framework
Authors: Moran, Gillian
Muzellec, Laurent
Permanent link: http://hdl.handle.net/10197/6347
Date: 2017
Online since: 2016-04-21T01:00:10Z
Abstract: Social networking sites (SNS) offer brands the ability to spread positive electronic Word of Mouth (eWOM) for the purposes of building awareness and acquiring new customers. However, the credibility of eWOM is threatened of late as marketers increasingly try to manipulate eWOM practices on SNS. A greater understanding of eWOM credibility is necessary to better enable marketers to leverage true consumer engagement by generating credible peer-to-peer communications. Yet, to date, there is no one framework synthesising which factors constitute eWOM credibility in the online environment. This paper revisits the word of mouth credibility literature and proposes a new credibility framework – the 4Cs of eWOM Credibility: Community, Competence, Content, and Consensus.
Type of material: Journal Article
Publisher: Taylor and Francis
Journal: Journal of Marketing Communications
Volume: 23
Issue: 2
Start page: 149
End page: 161
Copyright (published version): 2014 Taylor and Francis
Keywords: Word of mouthSocial media marketingeWOMWord of mouth credibilityWord of mouth marketing
DOI: 10.1080/13527266.2014.969756
Language: en
Status of Item: Peer reviewed
Appears in Collections:Business Research Collection

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