Native Advertising and Disclosure

This paper reviews the growing combination of advertising and editorial content in the converged paid media form of native advertisements. Because native advertisements have the potential to negatively impact the credibility of traditional news organizations by misleading consumers through hidden persuasion attempts, this text reviews native advertisements in five prominent online newspapers for disclosure and source credibility. Through a content analysis of 130 online newspaper native ads, this paper reviews disclosure according to FTC guidelines for native advertising proximity and placement, prominence, reputation, and language. In addition, this text reviews source credibility by attribution and source status: executives, professionals, public relations personnel, workers, celebrities, organizations, and students. This paper adds to research by its application of Agenda-Setting Theory in its sorting of native ads by their newspaper category and subject matter to determine which newspaper sections are utilizing native ads most frequently and ultimately driving the editorial agenda

THE EFFECT OF E-WOM SOURCE CREDIBILITY ON PURCHASE INTENTIONS WITH CONSUMER INVOLVEMENT AS A MODERATING VARIABLE

Abstract. Electronic word-of-mouth (e-WOM) is a marketing communication instrument that influences many purchasing decisions. In the context of e-WOM, most information comes from unknown individuals, making it difficult for readers to choose accurate information. Source credibility is considered as a guide for assessing accurate information. This study adopts source credibility models and source attractiveness models to identify the effect of source credibility on purchase intentions. The results in this study show that source expertise, source trustworthiness, and source homophily have a positive effect on purchase intention. In addition, this study adopts elaboration likelihood models to identify the role of consumer involvement in moderating the effect of the characteristics of source credibility on purchase intentions. The result is that consumer involvement does not moderate the influence of source expertise, source trustworthiness, and source homophily on purchase intention. Keywords: e-WOM, source credibility, consumer involvement, purchase intention

The Impact of Source Credibility on Scientific Skepticism of Climate Change and Genetically Modified Foods: Findings from the General Social Survey

The current study explores the role of source credibility in continued public concern over climate change and GM foods, suggesting that this skepticism is more likely driven by perceptions of scientists as knowledgeable, trustworthy, and unbiased- the three primary constructs of source credibility (McCrosky & Teven, 1999; Teven 2008). We analyze data from the 2006 GSS survey to empirically measure the components of source credibility, comparing their influence and relationship to political ideology in perceptions of CC impacts and willingness to consume GM foods

Kesejahteraan psikologi penduduk yang tinggal di kawasan berisiko banjir: Analisis perbezaan demografi dari perspektif kredebiliti sumber, gaya komunikasi dan pengurusan tanggapan

The previous research has proven source credibility gave a major impact on the psychological well-being residents especially those living in disaster-prone areas. In Western, the perception of source credibility, communication style, and impression management are associated with psychological well-being of the disaster victims however similar research is quite limited in the context of Malaysia. Therefore, the purpose of this study is to identify the relationship between the perceptions of the source credibility, communication styles and impression management used by Village Development and Security Committees (JKKK) and their relations to psychological well-being of residents living in flood-prone areas. The study also aims to identify whether there are any differences between variables based on the demographic factors. A survey method was used to obtained information from 386 residents living in flood-prone areas in the Kubang Pasu through Stratified Random Sampling method. The results shown significant relationships between respondents' perceptions on the source credibility, communication styles, and impression management practiced by JKKK with the psychological well-being of the respondents. There were several dimensions of the source credibility, communication style and impression management that has been identified as predictors to the psychological well-being of the respondents. In addition, respondents' perceptions on the source credibility, communication style, impression management and psychological well-being were different based on gender, age, religion, race, income and occupation. The findings have strengthened Source Credibility Theory, Communication Style Concept, Symbolic Self Completion Theory and Self-Determination Theory. This study has also contributed to the knowledge of interpersonal communication behavior. This study has also recommended training program related to the disaster information management

Oyster Demand Adjustments to Counter-Information and Source Treatments in Response to Vibrio vulnificus

A web-based contingent behavior analysis is developed to quantity the effect of both negative and positive information treatments and post harvest processes (PHP) on demand for oysters. Results from a panel model indicate that consumers of raw and cooked oysters behave differently after news of an oyster-related human mortality. While cooked oyster consumers take precautionary measures against risk, raw oyster consumers exhibit optimistic bias and increase their consumption level. Further, by varying the source of a counter-information treatment, we find that source credibility impacts behavior. Oyster consumers, and in particular, raw oyster consumers, are most responsive to information provided by a not-for-profit, non-governmental organization. Finally, post harvest processing of oysters has no impact on demand. Key Words: Oyster demand; consumer behavior; non-market valuation; Vibrio vulnificus; information treatments; source credibility; optimistic bias

Dimensions of source credibility in the case of user-generated advertisements

User-generated advertising changed the world of advertising and changed the strategies used by marketers. Many researchers explored the dimensions of source credibility in traditional media and online advertising. However, little previous research explored the dimensions of source credibility in the context of user-generated advertising. This exploratory study aims to investigate the different dimensions of source credibility in the case of user-generated advertising. More precisely, this study will explore the following factors: (1) objectivity, (2) trustworthiness, (3) expertise, (4) familiarity, (5) attractiveness and (6) frequency. The results suggest that some of the dimensions of source credibility (objectivity, trustworthiness, expertise, familiarity and attractiveness) remain the same in the case of user-generated advertising. Additionally, a new dimension is added to the factors that explain source credibility (reputation). Furthermore, the analysis suggests that the dimension “frequency” is not an explanatory factor of credibility in the case of user-generated advertisement. The study also suggests that companies using user-generated advertisement as part of their overall marketing strategy should focus on objectivity, trustworthiness, expertise, attractiveness and reputation when selecting users that will communicate sponsored user-generated advertisements

Social Media Influencer Perceived Source Credibility Scale Validation and Consumer Attitudes Toward the Brand: An Exploratory Study in Urban India

This study explores the relationship between social media influencers (SMIs) perceived source credibility and the formation of brand attitudes of their followers from an urban Indian sample. SMIs have become a channel in shaping consumers’ brand perceptions for products and services across multiple industries worldwide. Using survey data from India, this research delves into the dimensions of SMI perceived source credibility and attitudes towards the brand. A confirmatory factor analysis (CFA) validated the concept that SMI perceived source credibility is a second order construct that is comprised of SMI perceived expertise, goodwill and trustworthiness. Also, that partial least squares structural equation modeling (PLS-SEM) suggests that SMI perceived source credibility is positively related to followers’ brand attitudes in India. These findings complement Hofstede Insights on cultural theory and suggest that culture plays an important role in determining the mechanics of influencer marketing

An Extended Model Of Review Helpfulness: Exploring The Role Of Tie Strength, Perceived Similarity, And Normative Susceptibility

Previous studies on review information evaluation focus on the important roles of two key factors namely argument strength and source credibility but pay less attention to how social influence and social relationship exert impact on this information evaluation behavior. To fill this research gap, based on the similarity – attraction theory and social capital theory, we articulate how source credibility is determined by two social relationship factors: tie strength and perceived similarity. Further, drawing upon the social influence model, we propose that the susceptibility to normative influence intensifies the impact exerted on source credibility by tie strength and perceived similarity. Also, relationships between argument strength and review helpfulness and between source credibility and review helpfulness are both moderated by normative susceptibility. A survey is conducted to test the proposed research model and the results suggest that hypotheses are supported. The results offer important and interesting insights to information systems research and practice

Impact of Online Content on Attitudes and Buying Intentions

User generated content (UGC) is an important source of information to consumers, yet prior research has not fully explored how certain aspects of the content, specifically the tone, perception of quality and source credibility influence attitudes and intentions to buy. This study investigates how the tone of UGC influences perceived content quality, source credibility, attitudes and consumer intentions to buy. Using the Elaboration Likelihood Model, the study also seeks to understand how consumer expertise moderates the impact of perceived content quality and perceived source credibility on attitudes and intentions to buy. Using a survey and vignette with 209 participants, the results of the study indicate that the tone of the content influences attitudes and intentions to buy; more importantly, consumer expertise moderates the impact of perceived source credibility and perceived content quality on attitudes. The results inform practice on what dimensions of UGC are salient to changes in attitudes

Source Credibility and Persuasive Communication: Effects on Social Media Influencers, Influencer Marketing, and Consumer Attitude Change

Social psychology has long been researching how source credibility influences persuasive communication. With the world transitioning into a society interested in digital consumption, communication, and connection, this paper serves as a literature review of how different characteristics of source credibility can aid influencer credibility through various modes of social media messaging. The examination of three source credibility characteristics: 1) expertise, 2) trustworthiness, and 3) likability showcase how social media influencers can establish credibility with their consumers and build further connections with them. The results underline the importance of source credibility in influencing consumer attitude change and behavior over continued exposure to credible social media content. Influencer credibility is found to strengthen the perceived trustworthiness, connectedness, and identification between influencers and consumers. Ultimately, the paper encourages further research into exploring influencer perceptions held by their consumers, affiliated brands, and comparatively across different social media platforms