Developing a blog trust scale via an international Delphi panel

Juan Sánchez-Villar ^[1] ; Enrique Bigné ^[1]
1. [1] Universitat de València
  
  Universitat de València
  
  Valencia, España
Localización: European Research on Management and Business Economics, ISSN 2444-8834, Vol. 26, Nº. 3, 2020, págs. 134-144
Idioma: inglés
Enlaces
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Resumen
- 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.