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Erscheinungsjahr: 
2020
Quellenangabe: 
[Journal:] European Research on Management and Business Economics (ERMBE) [ISSN:] 2444-8834 [Volume:] 26 [Issue:] 3 [Year:] 2020 [Pages:] 134-144
Verlag: 
Elsevier, Amsterdam
Zusammenfassung: 
Although trust is one of the most widespread and studied constructs in marketing and management, its definition, versatility and different application areas may have fostered a certain dispersion when measuring this concept. Despite the increasing importance of blogs, specific scales for, and measures of, trust have not been considered in the literature. This paper proposes a scale to measure online trust in the blog domain (Blog Trust Scale, BTS) through the development of an international Delphi panel consisting of 14 experts from 5 different countries. As a result, we have developed a solid measurement instrument of online trust in blogs, composed of 12 items and tested in four different countries.
Schlagwörter: 
Blog
Delphi panel
Online trust
Scale
Trust
JEL: 
M10
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