Online trust in peers and experts
7 important questions on Online trust in peers and experts
Why is strategic online communication similar to PR and not marketing?
PR rules apply (not marketing rules: don’t lead the discussion but follow the discussion, don’t build a brand but protect).
What are the basic elements of an online review (object, valence, source) and their (interaction) effects?
Independent variables: valence, object, source, pre- vs post review.
Dependent variables: attitude, awareness about brand and consideration (would you go there).
Effects of hotel example:
-All reviews – positive or negative – make consumers more aware of the reviewed hotel’s existence. Even though negative reviews lower consumer attitudes toward the reviewed hotels, enhanced hotel awareness compensates for this effect, yielding a near neutral net effect on consideration.
Why is (sometimes) expertise not persuasive?
- Higher grades + faster learning
- Never study anything twice
- 100% sure, 100% understanding
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Hi Chris, I would like to thank you very much. Last year I scored C on a course, and this year I got an A+ thanks to your method! Thank you very much!
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The uninvited brand (Fournier & Avery): how to adapt to a "hostile" (vijandig) environment for corporations?
-Alternative: find ambassadors like influencers, who disseminate your message.
What's the difference between WOM and eWOM?
eWOM=public and permanent: number 1 marketing instrument. Good example: Trump.
Why low trustworthiness?
-Persuasive intent (knowledge bias, reporting bias)
Does an expert have more "persuasive intent"?
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The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
