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

Wolfgang Weitzl, Robert Zniva, Udo Wagner

Veröffentlichungen: Beitrag in BuchBeitrag in KonferenzbandPeer Reviewed

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.
OriginalspracheEnglisch
TitelCollaboration in Research, Conference Proceedings - 44th EMAC Conference
ErscheinungsortLeuven
PublikationsstatusVeröffentlicht - 2015
Veranstaltung44th EMAC Conference - Leuven, Belgien
Dauer: 24 Mai 2015 → …

Konferenz

Konferenz44th EMAC Conference
Land/GebietBelgien
OrtLeuven
Zeitraum24/05/15 → …

ÖFOS 2012

  • 502020 Marktforschung

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