TY - JOUR T1 - How Credible is E-Word of Mouth Across Digital-Marketing Channels? JF - Journal of Advertising Research JO - J Advert Res SP - 95 LP - 109 DO - 10.2501/JAR-55-1-095-109 VL - 55 IS - 1 AU - Shalom Levy AU - Yaniv Gvili Y1 - 2015/03/01 UR - http://www.journalofadvertisingresearch.com/content/55/1/95.abstract N2 - 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. ER -