6533b851fe1ef96bd12a8f2f

RESEARCH PRODUCT

Developing a blog trust scale via an international Delphi panel

Juan Sánchez-villarEnrique Bigné

subject

MarketingEconomics and EconometricsKnowledge managementComputer sciencebusiness.industryStrategy and Management05 social sciencesDelphi methodEconomialcsh:BusinessTrustScaleDomain (software engineering)Application areasOnline trustScale (social sciences)0502 economics and businessDelphi panel050211 marketingBlogBusiness and International Managementlcsh:HF5001-6182business050203 business & management

description

Abstract 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.

yearjournalcountryeditionlanguage
2020-09-01European Research on Management and Business Economics
https://doi.org/10.1016/j.iedeen.2020.07.003