Article information:To cite this document: Lluisa Llamero , (2014),"Conceptual mindsets and heuristics in credibility evaluation of e-Word of Mouth in tourism", Online Information Review, Vol. 38 Iss 7 pp. 954 -968 Permanent link to this document: http://dx.(2012),"The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB)", Internet Research, Vol. 22 Iss 5 pp. 591-612 http://dx.If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to find out how credibility judgements intervene in the consumption of electronic-Word of Mouth (e-WOM) in tourism, as there is discrepancy in the literature about its influence on decision-making processes. Design/methodology/approach -A qualitative approach is explored, based on semi-structured interviews and observation through think-aloud protocol. This methodology provides fruitful insights as it focuses on the users' browsing habits. The author interviewed a sample of professionals of tourism, cybertourists and bloggers. Findings -Results reveal that only part of e-WOM is granted credibility. Therefore, its persuasiveness depends on those limited positive judgements. Travellers use a conceptual mindset and a series of cognitive heuristics (homophily, crowd consensus, etc.) to assess credibility. Formal knowledge background and social pressures have proven to be weak. Research limitations/implications -This study is limited to a reduced sample of informants but their adjustment to the most typical profiles interviewed compensates this restriction. Another limitation is that data comes from a single cultural context (Spain), but on the other hand provides data that did not exist in the international literature on the topic. Practical implications -Outcomes can help tourism managers to monitor key heuristics employed by end-users in webs of e-WOM and detect new trends of travelling habits. Originality/value -The paper is original in that it establishes the rationalities behind the daily use of cognitive heuristics explored through different traveller's profiles.
Credibility of online news media is facing important challenges: the levelling effect of the digital environment, the changing habits of consumption, polarization of discourses... This scenario makes it relevant to address what features of news brands and news content shape the credibility of contemporary journalism. This article tests a set of items, including journalistic standards, reputation and citizen participation, in order to build predictors involved in credibility judgments. The authors carried on a quantitative survey (n=416), representative of the Spanish online population. Results identified currency of information, inclusion of analysis and context, citation of sources and inclusion of links to primary sources as the most significant predictors of credibility judgements; it also showed that engaged respondents rely on news brand reputation and individual journalists´ reputation and do not take into account ideological affinity with editorial lines of media. Participation in the media did not prove to be relevant in shaping aggregated judgments of credibility.
This chapter reflects on the process of truth representation in different topics of human knowledge to reach an understanding of differences in online credibility assessment. The author argues that new cultural trends for legitimizing second-hand information –as wisdom of crowds, self-sufficiency or gatewatching– may cause friction with symbolic cultural factors and social structures settled by historical processes. This makes the evaluation of credibility an issue under negotiation. Analysis of qualitative data into the areas of health, economy and tourism allow to propose a processual theoretical model of credibility assessment.
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