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...