How Credible is E-Word of Mouth Across Digital-Marketing Channels? The Roles of Social Capital, Information Richness, and Interactivity

Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM).

How Credible is E-Word of Mouth Across Digital-Marketing Channels? The Roles of Social Capital, Information Richness, and Interactivity

Shalom Levy

Ariel University, Israel

Yaniv Gvili

ONO Academic College, Israel

Management slant

  • Digital-channel managers should encourage the development of systems that support the flow of a vast amount of diversified information.
  • Digital-channel managers need to encourage the development of tools that help users to efficiently glean helpful insights from the information sought.
  • Marketers who communicate weak messages should seek out channels that are low on information richness to inhibit risk of counterarguments and consumer criticism.
  • Future research should explore the nature...

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