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4. Credibility gaps and
gaffes (10)
This moves up from 10 on the list to Number 4
because of the heightened importance of web credibility.
It's important to draw the distinction between
online and off-line credibility.
Companies with high levels of off-line credibility
have an "entry advantage" online. People
arriving at their websites enter with a preconceived
notion of the company's trustworthiness. The online
experience either supports, improves or damages
a company's off-line credibility. Online credibility
is therefore a huge issue for companies that don't
have an established off-line profile because the
Web experience may be the sole basis by
which people form an opinion of their trustworthiness.
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