Measuring Trust in Electronic Word of Mouth: A Rigid Research Framework

Wolfgang Jonas Weitzl, Robert Zniva

Research output: Chapter in Book/Report/Conference proceedingsChapterpeer-review


More than 80 % of consumers search for information on products online before buying (McPartlin et al. 2012). Therefore, companies regularly attempt to influence buying behaviour by making reasonable investments in online advertising (oAD). By 2018, oAD (e.g. websites, banner ads) will be poised to overtake TV as the largest advertising segment (PwC 2014). However, the effectiveness of oAD is in jeopardy as consumer dependency on marketer-developed communication has declined over the last decade. Today, consumers seem increasingly to disconnect from companies. At the same time, they turn towards consumer-generated information sources like other shoppers’ opinions and recommendations. In particular, the importance of online consumer reviews (eWOM) has increased significantly. Consumer reviews are peer-generated, text-based product evaluations posted on company or third-party websites by former, actual or potential customers (Hennig-Thurau et al. 2004). The shift towards alternative information sources evokes some important questions for marketers: Are investments in classic oAD meaningful in the era of social media? Which consumers can (still) be influenced by online ads? Is the majority of shoppers’ product purchase/non-purchase primarily dictated by the opinions and recommendations of others or by marketers?
Original languageEnglish (American)
Title of host publicationCelebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherAcademy of Marketing Science
Number of pages6
ISBN (Print)9783319266466, 9783319266473
Publication statusPublished - 2016
Externally publishedYes
EventAcademy of Marketing Science Annual Conference 2015 - Denver, United States
Duration: 12 May 201514 May 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


ConferenceAcademy of Marketing Science Annual Conference 2015
Country/TerritoryUnited States


  • Consumer Review
  • Holdout Sample
  • Informational Influence
  • Online Advertising
  • Online Consumer

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