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 proceedingsConference contributionpeer-review


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 languageEnglish
Title of host publicationProceedings of the 2015 EMAC Annual Conference
PublisherEuropean Marketing Academy
Number of pages1
Publication statusPublished - 2015
Externally publishedYes
EventEMAC 2015 - Leuven, Belgium
Duration: 26 May 201528 May 2015


ConferenceEMAC 2015

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