37. Electronic Word of Mouth (eWOM) Based on Website and Subjectivity of Digital Testimony an Analysis in Consumer trust Perspective

DOI

10.2991/icosaps-18.2018.37How to use a DOI?

Keywords

Electronic word of mouth, word of mouth, website, digital testimony, costumer trust

Abstract

The existence of digital technology is necessary in this era of globalization. The application is very broad and challenging to the extent where humans can explore it. One of the implementation is in the field of digital marketing, namely through electronic word of mouth or e-WOM. By the medium of digital marketing, e-WOM can be used through various applications, such as the website-based one. In the context of e-WOM, humans as subject beings, certainly have their own subjective point of view. Digital subjectivity through the concept of e-WOM naturally in certain condition meets the perspective of the consumer trust. The purpose of this paper is to provide a theoretical perspective on how e-WOM is viewed critically and analytically. Through the public trust theory, this research explains the reality that relates to the digital testimonials via the website as a new possibility. The result of the discussion lies in the importance of consumer awareness, which though the word of mouth communication, consumers still have critical power in how e-WOM as a new media is conveyed on the consumer's point of view. The dimension of customer trust can be used to identify the scale of ultimate reality or the artificial reality of a testimony via e-WOM. This is where consumer criticism is grown and is expected to have a wise perspective on this matter.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Puspita Pratiwi
AU  - Andre Rahmanto
AU  - Yulius Slamet
PY  - 2018/08
DA  - 2018/08
TI  - 37. Electronic Word of Mouth (eWOM) Based on Website and Subjectivity of Digital Testimony an Analysis in Consumer trust Perspective
BT  - Proceedings of the 5th International Conference on Social and Political Sciences (IcoSaPS 2018)
PB  - Atlantis Press
SP  - 182
EP  - 187
SN  - 2352-5398
UR  - https://doi.org/10.2991/icosaps-18.2018.37
DO  - 10.2991/icosaps-18.2018.37
ID  - Pratiwi2018/08
ER  -