The Influence of Marketers´and Consumer´s Voices in the Era of Social Media

Wolfgang Jonas Weitzl; Robert Zniva; Udo Wagner

The Influence of Marketers´and Consumer´s Voices in the Era of Social Media

Wolfgang Jonas Weitzl, Robert Zniva, Udo Wagner

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review

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	Proceedings of the 2015 EMAC Annual Conference
Publisher	European Marketing Academy
Pages	238-238
Number of pages	1
Publication status	Published - 2015
Externally published	Yes
Event	EMAC 2015 - Leuven, Belgium Duration: 26 May 2015 → 28 May 2015

Conference

Conference	EMAC 2015
Country/Territory	Belgium
City	Leuven
Period	26.05.2015 → 28.05.2015

The Influence of Marketers´and Consumer´s Voices in the Era of Social Media
Weitzl, W. J. (Speaker), Zniva, R. (Speaker) & Wagner, U. (Speaker)
26 May 2015 → 28 May 2015
Activity: Talk or presentation › Oral presentation

Cite this

@inproceedings{7e6737fd3f974426a5a351f7e9718ca2,

title = "The Influence of Marketers´and Consumer´s 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 powerfulsegmentation base of online consumers. Therefore, theauthors (i) introduce a psychometrically-sound measurementinstrument (the 22-item eWT-Scale) and (ii) apply it fordeveloping an empirically-based consumer typology using acluster analysis approach. By implementing the concept of trustto online communication, this research identifies and profilesfour segments. Findings show that one third of consumersare High trusters – a particularly valuable consumer group formarketers as they are receptive to oAD and trigger diffusion ofmarketing messages online and offline.",

keywords = "Word of mouth (WOM), Scale development, Trust",

author = "Weitzl, {Wolfgang Jonas} and Robert Zniva and Udo Wagner",

year = "2015",

language = "English",

pages = "238--238",

booktitle = "Proceedings of the 2015 EMAC Annual Conference",

publisher = "European Marketing Academy",

note = "EMAC 2015 ; Conference date: 26-05-2015 Through 28-05-2015",

}

TY - GEN

T1 - The Influence of Marketers´and Consumer´s Voices in the Era of Social Media

AU - Weitzl, Wolfgang Jonas

AU - Zniva, Robert

AU - Wagner, Udo

PY - 2015

Y1 - 2015

N2 - This paper shows that consumers’ trust in online advertising(oAD-Trust) and customer reviews (eWOM-Trust) is a powerfulsegmentation base of online consumers. Therefore, theauthors (i) introduce a psychometrically-sound measurementinstrument (the 22-item eWT-Scale) and (ii) apply it fordeveloping an empirically-based consumer typology using acluster analysis approach. By implementing the concept of trustto online communication, this research identifies and profilesfour segments. Findings show that one third of consumersare High trusters – a particularly valuable consumer group formarketers as they are receptive to oAD and trigger diffusion ofmarketing messages online and offline.

AB - This paper shows that consumers’ trust in online advertising(oAD-Trust) and customer reviews (eWOM-Trust) is a powerfulsegmentation base of online consumers. Therefore, theauthors (i) introduce a psychometrically-sound measurementinstrument (the 22-item eWT-Scale) and (ii) apply it fordeveloping an empirically-based consumer typology using acluster analysis approach. By implementing the concept of trustto online communication, this research identifies and profilesfour segments. Findings show that one third of consumersare High trusters – a particularly valuable consumer group formarketers as they are receptive to oAD and trigger diffusion ofmarketing messages online and offline.

KW - Word of mouth (WOM)

KW - Scale development

KW - Trust

M3 - Conference contribution

SP - 238

EP - 238

BT - Proceedings of the 2015 EMAC Annual Conference

PB - European Marketing Academy

T2 - EMAC 2015

Y2 - 26 May 2015 through 28 May 2015

ER -

The Influence of Marketers´and Consumer´s Voices in the Era of Social Media

Abstract

Conference

Activities

The Influence of Marketers´and Consumer´s Voices in the Era of Social Media

Cite this