Credibility

About: Credibility is a research topic. Over the lifetime, 13730 publications have been published within this topic receiving 331944 citations. The topic is also known as: believability & plausibility.

Acceptance yielding and impact: cognitive processes in persuasion.

Abstract: Communication and persuasion research has been hindered by a lack of attention to the decisive role played by the content of a persuasive communication. To be effective the statements contained in a message must directly or indirectly influence the primary beliefs that determine the behavior targeted for intervention. These primary beliefs include beliefs about the consequences of a given behavior or normative beliefs about that behavior beliefs that link the target to various positive or negative attributes and beliefs that are inferentially related to a certain conclusion. The first step in the construction of a persuasive communication is selection of a set of arguments that attack beliefs about the performance of the targeted behavior. For these arguments to be effective the receiver must accept and yield to the evidence contained in the argument consider the evidence to be relevant and ideally undergo a change in primary beliefs not explicitly mentioned in the argument. The content of the message employed is far more significant than factors such as the power and credibility of the message source the type of appeal (i.e. rational or emotional) and receiver factors such as self-esteem.

The impact of teacher immediacy and misbehaviors on teacher credibility

Abstract: This research investigated the impact of teacher immediacy and teacher misbehavior on student perceptions of their teachers’ credibility on the dimensions of competence, trustworthiness, and caring (goodwill). While the results of the two studies conducted indicated the presence of strong positive main effects for teacher immediacy and strong negative effects for teacher misbehavior on all three dimensions of credibility (as hypothesized), significant interaction effects were observed between immediacy and misbehavior on all three dimensions of credibility. In most cases when teacher immediacy was low, whether the teacher was in the nonmisbehavior or misbehavior condition made no significant difference‐both produced perceptions of low credibility. In contrast, when teacher immediacy was high, teacher misbehavior significantly lowered perceived credibility. Probing of the interaction results suggested that high immediacy tends to soften the negative impact of teacher misbehavior, particularly on the caring...

Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model

Abstract: The rise of influencer marketing makes YouTube an ideal media platform to implement such marketing strategies. Many scholars consider the success of YouTube influencer marketing as a result of high...

The determinants of email receivers' disseminating behaviors on the internet

Abstract: To investigate the determinants of the effects of a viral campaign, we employ the classical framework of a persuasive communication model, designated as “Who says what to whom in which channel and with what effect?” We also consider theories of consumer value, personality, word-of-mouth communication, and source credibility. On the basis of an experiment conducted in Taiwan, we find four main results. First, message recipients who receive emails from close interpersonal sources are more willing to forward them than messages from unfamiliar interpersonal or commercial sources. Second, those who receive more utilitarian or more hedonic messages are more willing to forward them. Third, those who score high on extraversion and openness and low on conscientiousness traits are more willing to forward a marketing message to others. Fourth, those who access the internet via a broadband connection are more willing to forward the message than are those who use dial-up modems.

A framework for understanding trust factors in web-based health advice

Abstract: Trust is a key factor in consumer decisions about website engagement. Consumers will engage with sites they deem trustworthy and turn away from those they mistrust. In this paper, we present a framework for understanding trust factors in web-based health advice. The framework is derived from a staged model of trust and allows predictions to be made concerning user engagement with different health websites. The framework is then validated via a series of qualitative, longitudinal studies. In each study, genuine consumers searched online for information and advice concerning their specific health issue. They engaged in free searching and were directed towards sites previously reviewed using the framework. Thematic analysis of the group discussions provided support for the framework and for the staged model of trust wherein design appeal predicted rejection (mistrust) and credibility of information and personalization of content predicted selection (trust) of advice sites. The results are discussed in terms of the merits of the framework, its limitations and directions for future work.