The influence of marketers' and consumers' voices in the era of social media
- Autor(en)
- Wolfgang Weitzl, Robert Zniva, Udo Wagner
- Abstrakt
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(en)
- Institut für Publizistik- und Kommunikationswissenschaft, Institut für Rechnungswesen, Innovation und Strategie
- Externe Organisation(en)
- Wirtschaftsuniversität Wien (WU)
- Publikationsdatum
- 2015
- Peer-reviewed
- Ja
- ÖFOS 2012
- 502020 Marktforschung
- Schlagwörter
- Link zum Portal
- https://ucrisportal.univie.ac.at/de/publications/the-influence-of-marketers-and-consumers-voices-in-the-era-of-social-media(f369773b-8e08-47da-aa07-7423319c20fd).html