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    eWOM credibility on social networking sites: A framework

    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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    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:
    Depositing User: Gillian Moran
    Date Deposited: 11 Oct 2019 17:12
    Journal or Publication Title: Journal of Marketing Communications
    Publisher: Taylor & Francis
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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