The influence of marketers' and consumers' voices in the era of social media

Author(s)

Wolfgang Weitzl, Robert Zniva, Udo Wagner

Abstract

This paper shows that consumers’ trust in online advertising (oAD-Trust) and customer reviews (eWOM-Trust) is a powerful segmentation base of online consumers. Therefore, the authors (i) introduce a psychometrically-sound measurement
instrument (the 22-item eWT-Scale) and (ii) apply it for developing an empirically-based consumer typology using a cluster analysis approach. By implementing the concept of trust to online communication, this research identifies and profiles
four segments. Findings show that one third of consumers are High trusters – a particularly valuable consumer group for marketers as they are receptive to oAD and trigger diffusion of marketing messages online and offline.

Organisation(s)

Department of Communication, Department of Accounting, Innovation and Strategy

External organisation(s)

Wirtschaftsuniversität Wien (WU)

Publication date

2015

Peer reviewed

Yes

Austrian Fields of Science 2012

502020 Market research

Keywords

Portal url

https://ucrisportal.univie.ac.at/en/publications/the-influence-of-marketers-and-consumers-voices-in-the-era-of-social-media(f369773b-8e08-47da-aa07-7423319c20fd).html