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

Wolfgang Weitzl; Robert Zniva; Udo Wagner

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

Wolfgang Weitzl, Robert Zniva, Udo Wagner

Publications: Contribution to book › Contribution to proceedings › Peer 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.

Original language	English
Title of host publication	Collaboration in Research, Conference Proceedings - 44th EMAC Conference
Place of Publication	Leuven
Publication status	Published - 2015
Event	44th EMAC Conference - Leuven, Belgium Duration: 24 May 2015 → …

Conference

Conference	44th EMAC Conference
Country/Territory	Belgium
City	Leuven
Period	24/05/15 → …

Austrian Fields of Science 2012

502020 Market research

Keywords

IB
BWL

Cite this

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title = "The influence of marketers' and consumers' voices in the era of social media",

abstract = "This paper shows that consumers{\textquoteright} 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.",

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AU - Zniva, Robert

AU - Wagner, Udo

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PY - 2015

Y1 - 2015

N2 - 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.

AB - 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.

KW - IB

KW - BWL

UR - https://kuleuvencongres.be/EMAC2015/w/files/program/

M3 - Contribution to proceedings

BT - Collaboration in Research, Conference Proceedings - 44th EMAC Conference

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Y2 - 24 May 2015

ER -

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

Abstract

Conference

Austrian Fields of Science 2012

Keywords

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