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eWOM credibility on social networking sites: A framework
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| File | Description | Size | Format | |
|---|---|---|---|---|
| EWOM_Credibility_on_Social_Networking_Sites_-_A_Framework.pdf | 293.65 kB | Adobe PDF | Download |
| Title: | eWOM credibility on social networking sites: A framework | Authors: | Moran, Gillian Muzellec, Laurent |
Permanent link: | http://hdl.handle.net/10197/6347 | Date: | 2017 | 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 | Copyright (published version): | 2014 Taylor and Francis | Keywords: | Word of mouth;Social media marketing;eWOM;Word of mouth credibility;Word 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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