PT - JOURNAL ARTICLE AU - Levy, Shalom AU - Gvili, Yaniv TI - How Credible is E-Word of Mouth Across Digital-Marketing Channels? AID - 10.2501/JAR-55-1-095-109 DP - 2015 Mar 01 TA - Journal of Advertising Research PG - 95--109 VI - 55 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/55/1/95.short 4100 - http://www.journalofadvertisingresearch.com/content/55/1/95.full SO - J Advert Res2015 Mar 01; 55 AB - Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM). Yet, many people may find it difficult to judge message and source credibility. The current study suggested that receivers' judgment of e-WOM messages stems from three key channel properties: social capital, information richness, and interactivity. The authors formulated a conceptual framework and then conducted a survey across five digital channels. Findings indicated that channel managers should design information-enriching tools if they wish to enhance channel credibility. Moreover, the study found that marketers need to distribute e-WOM via diverse and socially unrelated e-WOM sources rather than closely related sources.