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.
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.
Originalsprache | Englisch |
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Titel | Collaboration in Research, Conference Proceedings - 44th EMAC Conference |
Erscheinungsort | Leuven |
Publikationsstatus | Veröffentlicht - 2015 |
Veranstaltung | 44th EMAC Conference - Leuven, Belgien Dauer: 24 Mai 2015 → … |
Konferenz
Konferenz | 44th EMAC Conference |
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Land/Gebiet | Belgien |
Ort | Leuven |
Zeitraum | 24/05/15 → … |
ÖFOS 2012
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