Sánchez-Villar, Juan; Bigné Alcañiz, J. Enrique - In: European research on management and business economics 26 (2020) 3, pp. 134-144
Although trust is one of the most widespread and studied constructs in marketing and management, its definition … 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 …