PT  - JOURNAL ARTICLE
AU  - Shalom Levy
AU  - Yaniv Gvili
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.