Moran, Gillian and Muzellec, Laurent (2017) eWOM credibility on social networking sites: A framework. Journal of Marketing Communications, 23 (2). pp. 149-161. ISSN 1352-7266

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Abstract

Social networking sites (SNS) offer brands the ability to spread positive electronic Word of Mouth (eWOM) for the purposes of building awareness and acquiring new customers. However, the credibility of eWOM is threatened of late as marketers increasingly try to manipulate eWOM practices on SNS. A greater understanding of eWOM credibility is necessary to better enable marketers to leverage true consumer engagement by generating credible peer-to-peer communications. Yet, to date, there is no one framework synthesising which factors constitute eWOM credibility in the online environment. This paper revisits the word of mouth credibility literature and proposes a new credibility framework – the 4Cs of eWOM Credibility: Community, Competence, Content, and Consensus.

Item Type:	Article
Keywords:	word of mouth; social media marketing; eWOM; word of mouth credibility; word of mouth marketing;
Academic Unit:	Faculty of Social Sciences > School of Business
Item ID:	11232
Identification Number:	https://doi.org/10.1080/13527266.2014.969756
Depositing User:	Gillian Moran
Date Deposited:	11 Oct 2019 17:12
Journal or Publication Title:	Journal of Marketing Communications
Publisher:	Taylor & Francis
Refereed:	Yes
URI:	Publisher

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