Articlegreen2014

eWOM credibility on social networking sites: A framework

137 citations0/0 files storedJournal of Marketing Communications

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

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.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 137 citations exist upstream.

References

1973The Strength of Weak Ties 2025Advances in Consumer Research 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1973The processes of causal attribution.1951The Influence of Source Credibility on Communication Effectiveness 2003The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms

Cited by

2021Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India 2018Do firms still need to be social? Firm generated content in social media 2022Investigating electronic word‐of‐mouth on social media: An eye‐tracking approach 2023Advocacy of violence against women through the implementation of cyber public relations at the Rifka Annisa women's Crisis Center

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.