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.

Source Credibility Dimensions in Marketing Communication - A Generalized Solution

Abstract: The purpose of this study is to examine whether a generalized conceptualization of credibility of various sources in marketing communication exists. In the survey, respondents are required to rate source credibility by applying items gathered from previous studies. To overcome inconsistencies and weaknesses of previous factor model studies, a rigorous analysis of the source credibility concept based on an extraction of a series of measurements is performed. Furthermore, an analysis procedure with various steps in order to ensure reliability and validity is applied to the data. The selected procedure led to a consistent and integrative solution of three highly discriminant main dimensions of source credibility in marketing communication. The three dimensions can be referred to as the inclination toward truth, the potential of truth and the presentation. Findings are discussed and methodological, theoretical and managerial implications are highlighted.

The effect of source credibility on consumers' perceptions of the quality of health information on the Internet

Abstract: Recent use of the Internet as a source of health information has raised concerns about consumers' ability to tell 'good' information from 'bad' information. Although consumers report that they use source credibility to judge information quality, several observational studies suggest that consumers make little use of source credibility. This study examines consumer evaluations of web pages attributed to a credible source as compared to generic web pages on measures of message quality. In spring 2005, a community-wide convenience survey was distributed in a regional hub city in Ohio, USA. 519 participants were randomly assigned one of six messages discussing lung cancer prevention: three messages each attributed to a highly credible national organization and three identical messages each attributed to a generic web page. Independent sample t-tests were conducted to compare each attributed message to its counterpart attributed to a generic web page on measures of trustworthiness, truthfulness, readability, and completeness. The results demonstrated that differences in attribution to a source did not have a significant effect on consumers' evaluations of the quality of the information.Conclusions. The authors offer suggestions for national organizations to promote credibility to consumers as a heuristic for choosing better online health information through the use of media co-channels to emphasize credibility.

Management Science on the Credibility Bubble: Cardinal Sins and Various Misdemeanors

Abstract: This research-based essay presents survey results—collected from faculty in 104 PhD-granting management departments of AACSB-accredited business schools in the United States—regarding 11 different ...

Dealing with Stakeholders: How Reputation, Credibility and Framing Influence the Game

Abstract: Reputation is clearly a growing area of research and practitioner interest. Models that assist in our understanding of research and that aid practitioners in managing reputation are to be encouraged. In this paper, a model of reputation formation is proposed and the notion of reputation in issue, stakeholder, and process areas is addressed. Examples of these elements of reputation are offered, to help sharpen our understanding of reputation in action. In addition, the impact of credibility and framing on reputation is closely reviewed. Credibility refers to the organization’s past history and how it develops reputational expectations over time. Framing is a process of ordering beliefs around an issue. In this paper, three questions are raised for consideration and suggestions are offered for further research and practitioner action.

The Effect of Celebrity Endorsers' Perceived Credibility on Product Purchase Intention: The Case of Singaporeans

Abstract: This research examines the effect of three celebrity credibility dimensions (attractiveness, trustworthiness, and expertise) on purchase intention with 880 Singaporean undergraduates, using four Asian celebrities as stimuli. In contrast to the results in Ohanian (1991), which indicate that the dimensions attractiveness and trustworthiness do not affect product purchase intention, the results in this study show that all of the three credibility dimensions positively relate to purchase intention. Explanations for the different findings and managerial implications are discussed.