Developing a blog trust scale via an international Delphi panel
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Developing a blog trust scale via an international Delphi panel

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Developing a blog trust scale via an international Delphi panel

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Sánchez Villar, Juan María; Bigné Alcañiz, J. Enrique
This document is a artículoDate2020
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.

    Sánchez Villar, Juan María Bigné Alcañiz, José Enrique 2020 Developing a blog trust scale via an international Delphi panel European Research On Management And Business Economics 26 3 134 144
https://doi.org/10.1016/j.iedeen.2020.07.003

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