Alsaeed, Ghadeer R.

Gadalla, Eman

Keeling, Kathleen Anne

Sarantopoulos, Panagiotis

English

Purpose: This research investigates an integrated, holistic assessment of the characteristics by which consumers judge non-sponsored product review video (PRV) source, message and medium components as credible, and how these are linked to personal values for a deeper understanding of multidimensional credibility assessments of PRVs.Design/methodology/approach: Employing a means-end approach, we draw on credibility theory and the persuasion knowledge model to analyse data from twenty-one in-depth semi-structured laddering interviews.Findings: First, we demonstrate distinctive contributions of the video modality towards PRV credibility assessments and the interplay between specific PRV characteristics, cognitive and socio-emotional consequences, and personal values in an ongoing process of credibility assessment. Second, high persuasion knowledge creates awareness of the potential phoniness of the market, revealing a dark side to PRV use even in non-sponsored PRV seemingly created and shared as an act of benevolent concern between consumers.Originality: This work advances credibility theory in the PRV context by examining how non-sponsored PRVs are evaluated as credible, by highlighting consumer persuasion knowledge and scepticism and including the holistic effects of the interplay between source, message and video format characteristics, and by linking these to consumers’ goals and values. Practical implications: This research offers practical implications for reviewers and brand managers to leverage the unique informational values of video by focusing on the interplay between credibility attributes and customer values.<br/

The University of Manchester - Institutional Repository

Source, message and medium? The role of personal values in forming credibility perceptions of non-sponsored product review videos

https://pure.manchester.ac.uk/ws/files/259499709/PRVs_manuscript_AAM.docx

Source, message and medium? The role of personal values in forming credibility perceptions of non-sponsored product review videos

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The University of Manchester - Institutional Repository