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Consumer-perceived review attitude determines consumer overall information adoption and is a core part of consumer’s online-shopping. This study aims to focus on factors that could influence consumer review attitude and can be used by marketers to shape individual information perception.

The study used the questionnaire method to collect data from online shoppers and the modelling of structural equations as an empirical approach to analyse the data.

The findings demonstrate that both systematic and heuristic cues impact the reviewer’s credibility and perceived website attitude differently, which, in turn, influence review attitude. Review characteristics, such as factuality, consistency and relevancy, have a positive relationship with reviewer credibility, while only review consistency and relevancy appears to have a relationship with review attitude. Website characteristics such as reputation, familiarity and social interactivity positively influence the website attitude, which positively influences review attitude. Apart from this, review skepticism has a significant negative relationship with review attitude.

This study could help to foster a positive attitude towards online reviews. Digital marketers need to motivate trusted reviewers to post consistent, fact-based reviews. Further improving the overall website reputation and interactivity could bring a positive attitude towards the reviews. Also, digital marketers must filter and avoid contradictory reviews or reviews that have a bipolar message and reviews expressing numerous emotions to enhance review relevance and consistency.

The current study addresses the need to understand the formation of consumer review attitude through both review and website characteristics using heuristic – systematic model. The paper captures the complex process undergone by the consumer to decipher review attitude and thereby extend the understanding of consumer information processing.

Today, millions of exporters and importers are using hundreds of business-to-business (B2B) electronic marketplaces to buy or sell goods and services. With this reason, this study aims to provide the related literature sufficient information concerning the most appropriate and beneficiary criteria which should be taken into consideration in the web pages of B2B companies via applying a content analysis method. The analysis results exhibit that globally oriented websites like B2B marketplaces must contain at least two or three language options, since people from different parts of the world speak and learn different languages according to their geography; and that B2B websites which do not provide trade assurances must consider adding this feature to attract more customers. In the scope of the study, it has been found out that all the selected websites take a good care of the information they share. When visiting these companies, it is really easy to learn everything about industries and international trade relations. Some of them even share information about the effect of the COVID-19 outbreak on industries. Among all the websites analyzed in the scope of the study, only Alibaba.com meets all the criteria taken into consideration. Moreover, it would be appropriate to suggest that Turkish B2B e-marketplaces, such as Tradeatlas.com, ptttrade.com, and steelorbis.com, should have these criteria to become leading B2B e-marketplaces in the world. Finally, it can be suggested that websites should prepare specific pages for newcomers to enlighten them in the best way they can do.

The website is a digital media, a platform that represents the school through its visual and textual elements. This way, it is becoming an important channel of communication and source of information. This chapter primarily looks at the school image as one of the aspects that the school needs to take into account in the context of the website, thinking not only about the good image, but, in particular, about the goals and values as a whole. Secondly, previous studies on the content and function of websites are analysed. In order to better explore the current practice of content creation and discover its weaknesses and potential, semi-structured in-depth interviews with Latvian school representatives, namely website content managers, were carried out.

The school website still has a lot of unrealised potential. Nonetheless, the website as a technological tool can improve both the learning process and the school image, as well as serve as an information channel in the local community. Schools, for the most part, do not control their self-image, as well as the choice of content on the website is often not strategic enough. Overall, schools focus on regularly informing the audience, but much less on the marketing and learning solutions on the website. The represented image of the schools include both the characteristics of the local community and the formal institution. Identifying audience and its desires, as well as redistributing resources, are one of the necessities for realising the website’s potential.

This chapter reports on how to assess the usefulness of official tourism websites; the study applies for information audit rubrics to assess the marketing websites for three cities in the state of California. The study provides tools that may be useful for designing destination websites to include information that visitors find useful. The three focal cities include Los Angeles (discoverlosangeles.com), San Diego (sandiego.org), and San Francisco (onlyinsanfrancisco.com). One of the hypotheses that the study examines is that destination websites are assessable in order of good, better, best. Findings: San Francisco provides the most useful information and is likely to be the most successful official tourism website. The assessment of San Francisco as the best website is the outcome of applying macro and micro rubrics covering: general and practical information, ability to book a vacation, digital and print materials, use of media components, and partnerships.

American tourism is largely affected by the ability and ease with which one can travel to a tourist destination. Information availability, utility, and value of information on websites are essential in choosing and planning a vacation or business trip. This study compares visa and nonvisa tourist destinations as they relate to American tourism and business travel. Each destination's internet website quality, quantity, and utility are compared through an evaluation rubric with 36 attributes. Four countries are considered to provide two countries in each category of visa required and nonvisa required. The marketing mediums compared are the government run websites and Lonely Planet's private sector version. The first proposition is that countries that require visas lack the quality and quantity in internet marketing in comparison to those countries that do not require a visa. The second proposition is that the government run websites are comprehensive in detailing information in comparison to privately created websites. The eight complete rubrics achieve a comparison that is comprehensive demonstrating variability in quality and information available. The third proposition addresses is the fact that the quality of the government run websites relates strongly to the overall web presence and periodical existence of that particular countries’ tourist destination literature. This chapter is unique and valuable to those considering travel to a visa-required destination but the theories demonstrated highlight the deficiencies of private sector websites and the fast pace growth of internet tourism marketing.

It seems that the Internet boom, which started at the end of the 1990s and finished with the spectacular collapse of the so-called dotcoms, is probably over. We are currently enjoying a period of fast and stable growth. This is manifested by the growing number of both Internet users and companies which – to an ever-increasing extent – use the Internet as a form of communication (both internal and external), promotion, sales etc. Expenditures on Internet advertising are growing continuously and now constitute more than 25% of all advertising expenditure. A natural consequence of this development is the need for the standardisation and organisation of the world of the Internet. These activities will result in a greater awareness of the benefits which this medium provides, increasing the possibilities of its use, and – most importantly – the opportunity to evaluate the return on investments made on the Internet. Nowadays, it is clear that many companies are striving to increase the quality of their activities on the Internet or to improve the effectiveness of such activities. As a consequence, the number of companies that look for indices which would enable the making of more precise and effective decisions in the scope of online operations is growing.

This chapter is dedicated to the phenomenon of the increasing role of the Internet in business, including the scale of its use by Polish and international companies. We present the most commonly used measures of marketing activities on the Internet and in social media. This group includes the indices which make it possible to determine whether a company actually needs a website. Other measures allow for the improvement in the effectiveness of the activity on the Internet, whereas others specify the costs of activities on the Internet and often serve as the basis for settlements between a company and advertising agencies or companies specialising in website design. It is worth emphasising that the Paid, Earned, Shared, Owned (PESO) model, worked out by Don Bartholomew,¹ is the basis for creation and description of indices concerning social media. This model has gained certain popularity in the social media industry. It does not, however, specify how individual indices should be named and calculated. It maps already existing indices and adapts them to specific levels of marketing communication measurement. All the measures indicated by the author of the model have been grouped into five major areas: exposure, engagement, brand awareness, action and recommendations. This model– similarly to all models of performance measurement – inspired by the sales funnel concept, adjusts certain standard indices and proposals of measurements for specific levels. Additionally, the measures are divided into four types, depending on who the owner of the content is: Paid (P) – refers to all forms of paid content; Owned (O) – all websites and web properties controlled by a company or brand; Earned (E) – the contents about a given brand created spontaneously by Internet users; and Shared (S) – the contents shared by Internet users.

Over the last several decades, the social movement sector in the United States has been professionalizing, creating a large number of highly professionalized, formal social movement organizations. And yet, over the last decade, digital technologies have been used to undermine long-settled distinctions between producers and consumers in a number of areas of social and economic life as relative amateurs engage in production (e.g., citizen journalism). Drawing an analogy between protest organizers and producers on the one hand, and protest participants and consumers on the other hand, it would seem possible that digital technologies could be used to up-end brightline distinctions between organizers and participants in the protest sector as well. I outline two different ways these prosumptive forces could shape protest and then use a five year panel dataset on websites across 20 different social movement areas to understand the net effect of prosumptive versus professionalizing trends. Findings suggest that while there has been some adoption of disruptive digital technologies by protest-related websites, the majority of sites still limit and circumscribe participant participation to pre-choreographed actions. Findings shed important light on the continuing social organization of protest in the dawning of the digital age.

Municipalities, as the front lines of service delivery, use websites as one of the tools to communicate information to the public. While it is considered a record, many organisations, including municipalities, do not manage websites as such. This study aims to explore the archiving of websites as records in the municipalities of KwaZulu-Natal (KZN) Province in South Africa by using the web archiving life cycle model.

This study used a mixed-methods research with an explanatory design, with quantitative data collected first through content analysis of websites and qualitative data collected through interviews. Researchers used multilevel sampling, first quantitatively analysing all available websites of the municipalities (52) in KZN, and then qualitatively selecting only records managers, information managers, web administrators, communication managers and website managers or designers from municipalities because of their understanding and involvement with websites in some way.

This study established that some records on municipal websites are often in paper format in record-keeping systems, whereas others are born digital and are not captured in the systems. Municipalities lack a dedicated web online harvesting tool as well as an archiving policy or strategy to guide website archiving. Furthermore, municipalities placed a high reliance on service providers to keep their websites operational.

It became clear during the interviews that most of the participants were unfamiliar with web archiving. As a result, only 12 of the 56 selected participants from the municipalities provided the required information in relation to the current study as others could not provide answers. Data for other participants were not analysed.

Due to a lack of infrastructure for ingesting digital records into archival custody, a framework for harvesting web content of value is proposed both internally in municipalities and externally to an archive repository.