期刊名称：International Journal of Social Sciences and Humanity Studies
电子版ISSN：1309-8063
出版年度：2020
卷号：12
期号：1
页码：82-97
出版社：Social Sciences Research Society
摘要：The inherent fears about the credibility of digital media, stemming from the fact
that there are few standards of quality control, exacerbate potential problems
regarding the reliability of electronic word of mouth (eWOM). The primary
objective for this study was to investigate the influence of credibility heuristics
when applied during the evaluation of eWOM communication about music
content generated by microbloggers. A mono-quantitative research strategy was
applied, whereby, hypotheses testing was consummated from a cross-sectional
sample of 485 participants (microbloggers) based in five major towns of the
southern Gauteng region in South Africa. A paper and pencil-based questionnaire
was administered. Six factors were drawn by applying an exploratory factor
analysis procedure. Mono-method bias was checked and the reliability and
validity of the study were confirmed. The hypotheses testing comprised the
estimation of a multiple regression model. The findings established the predictive
power of four heuristics that pose a statistically significant influence on
consumers’ evaluation of eWOM credibility. The findings point to the import in
applying information heuristics in evaluating microblog reviews about music, a
low-involvement product. The findings could assist both microblog administrators and marketing communication practitioners to better design the platforms to
facilitate reader credibility evaluations regarding a broader product portfolio.
关键词：Credibility; Heuristics; Microblogs and music reviews
