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Dissertations / Theses on the topic 'Sources Credibility'
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Epega, Titilola O. "Factors influencing the perceived credibility of public relations message sources." [Tampa, Fla] : University of South Florida, 2008. http://purl.fcla.edu/usf/dc/et/SFE0002449.
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Cruz, Justina Diaz. "A comparison of perceived credibility of evaluation sources in university organizations." CSUSB ScholarWorks, 1990. https://scholarworks.lib.csusb.edu/etd-project/763.
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Thurwanger, Michael L. "Comparative research into credibility attributed to uniformed versus non-uniformed defense sources." Virtual Press, 1996. http://liblink.bsu.edu/uhtbin/catkey/1033638.
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The U.S. Department of Defense employs both uniformed military personnel and non-uniformed civilian employees as information sources. The objectives of this study was to determine whether students, acting in the role of journalists, attributed greater credibility to uniformed or non-uniformed spokespersons and whether a difference in attribution could be measured when the topic being briefed was more specifically related to the military mission.Seventy undergraduate journalism students were randomly assigned to four groups and exposed to one of four videotaped press briefings. Two briefings announced the outbreak of hostilities involving U.S. forces or award of a major construction contract. Each of the announcements was delivered by a uniformed military public affairs officer or by a spokesperson in civilian business suit.Following the briefings, students evaluated the source using semantic differentials first developed by Berlo, Lemert and Mertz (1969) and prepared questions exactly as they would ask them following the spokesperson's prepared statement. The semantic differentials were analyzed using ANOVA. The follow-on questions were coded using methodology similar to that used by Einsiedel (1974) and evaluated using the "Coefficient of Imbalance" proposed by Janis and Fadner (1949). This second method was employed to determine whether data obtained and analyzed using the Coefficient of Imbalance would validate results obtained through the use of more traditional semantic differentials.Neither method resulted in findings which would suggest a statistically significant difference in the credibility attributed to the defense source by the student-journalists in any of the four treatments.<br>Department of Journalism
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Williamson, Rosco. "Frontiers and borders sources of transcendent credibility and the boundaries between political units /." Connect to a 24 p. preview or request complete full text in PDF format. Access restricted to UC campuses, 2007. http://wwwlib.umi.com/cr/ucsd/fullcit?p3258206.
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Thesis (Ph. D.)--University of California, San Diego, 2007.<br>Title from first page of PDF file (viewed May 25, 2007). Available via ProQuest Digital Dissertations. Vita. Includes bibliographical references (p. 417-456).
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Mkoko, Egbert. "Journalism sourcing and credibility: a study of Raia Mwema’s use of anonymous sources." Thesis, Rhodes University, 2014. http://hdl.handle.net/10962/d1013219.
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This study analyses how readers impute credibility to the Tanzanian investigative newspaper Raia Mwema which, as a matter of routine journalistic practice, uses a high number of anonymous sources. Against the backdrop of a strong theoretical position, espoused by media studies theorists in both Western media contexts and in Africa, in which this practice is deemed to diminish the credibility of both journalists and their stories, the study’s main purpose is to examine how readers make sense of this very prevalent practice in a country that has recently opened up to media plurality. It also investigates where they locate the source of credibility for this high-selling newspaper, if not in the traditional way through its named sources of information. The study surveys the frequency of appearance of anonymous sources in this newspaper for the period of one year from January 2011 to December 2011. Then the study considered how this practice is viewed and understood by the wider journalistic community in Tanzania as well as looking into how the journalists and owners of Raia Mwema make choices about attributing their journalism. Lastly, the study engaged with particular readers to understand what sense they make of this practice in the wider landscape of Tanzanian media and the post-repressive political situation. The study makes use of theories of the sociology of news production so as to understand the context in which Raia Mwema has routinised the practice of anonymous attribution and whether the journalistic community and newspaper readers find the practice credible. The study also employs reception analysis in order to understand to what extent Raia Mwema readers negotiate and make sense of the mainly political, and often critical, media messages they get from newspaper. In this way, it introduces the importance of the reader in the production of meaning and of assessment of credibility of journalism. The interviews – ranging from journalists working at the paper, through the wider journalistic community and taking in the readership of the paper – show that theoretical considerations of journalistic credibility must take into account the political, social and media context in which journalism is produced. Pronouncements on the overuse of anonymous sources, without understanding the way readers and journalists negotiate the complexities of an actual situation, do not tell us much about credibility and how readers understand the messages they are given. From this study, it is clear that in African countries embarking on opening media systems, credibility involves more factors than have been discussed in the literature and that readers and journalists are sophisticated consumers and producers of media messages in countries that place a host of obstacles in the way of investigative journalism and open political communication.
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Fu, Hanlong. "The role of cynicism and involvement in perceived credibility of media sources among college students." Online access for everyone, 2008. http://www.dissertations.wsu.edu/Thesis/Summer2008/h_fu_071808.pdf.
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Duffy, Matt J. "Unnamed Sources: A Longitudinal Review of the Practice and its Merits." Digital Archive @ GSU, 2010. http://digitalarchive.gsu.edu/communication_diss/19.
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This dissertation reviews the history and discourse of the debate regarding the use of unnamed sources in journalism. A quantitative and qualitative content analysis explores how the use of anonymous sources has changed over the years. The ethics justifying their use are examined through the lens of utilitarianism. The author offers guidelines for their future use.
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Pearson, George David Hooke. "`Source Blindness’ in Digital News: Predictors of Processing Source Cues in Social Media." The Ohio State University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=osu1563544987037169.
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Fellows, Jacqueline L. "Sources Say … He May Have Been Depressed and Angry: A Case Study and Content Analysis of Mental Illness Sources Used in Newspaper Coverage of Mass Shootings in 2015." Thesis, University of North Texas, 2017. https://digital.library.unt.edu/ark:/67531/metadc984270/.
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The increase of mass shootings in the U.S. has amplified news reporting on mental illness as a possible factor in the shootings despite no evidence linking the two issues. Sources used to explain mental illness in stories that explore the motivations of mass shooters affect audience perception. Through a qualitative content analysis of local newspaper coverage of five U.S. mass shootings in 2015, journalists linked mental illness as a possible motive through sources who were not qualified to treat or diagnose mental illness. Journalists also ignored professional guidance from the Associated Press on mental illness reporting in the context of mass shootings. Additionally, journalists assumed the audience was knowledgeable of mental illness in general terms and specific diagnoses. These findings indicate coverage of mass shootings includes inaccurate information about shooters' motives, and it also continues to frame mental illness as dangerous.
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Silfvercrantz, Sophia, and My Pontén. "Vad påverkar din tillit? : En kvantitativ studie som undersöker millennials attityd och förtroende gentemot olika informationskällor." Thesis, Linköpings universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-167821.
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Denna uppsats bygger på en kvantitativ studie med syftet att undersöka vilka faktorer som påverkar millennials attityd till olika informationskällor vid bokning av boende vid resa. Ytterligare kommer betydelsen av eWOM i valet av informationskälla belysas med målet att undersöka om det är en faktor som påverkar förtroendet för informationskällan. Följande forskningsfrågor utformades för att undersöka studiens syfte; “Hur ser millennials resvanor ut och vilka informationskällor använder de för bokning av boende vid resa?”, “Vilka faktorer påverkar millennials attityd mot olika informationskällor online?” samt “Hur ser millennials förtroendet till eWOM kommunikation ut på olika informationskällor?”. Empiriska data samlades in genom en enkätundersökning online bestående av frågor avseende respondenternas resvanor och boendevanor vid utlandsresa. Enkäten innefattade även frågor om respondenternas objektiva förtroende till eWOM på olika informationskällor samt frågor om källans upplevda trovärdighet och informationskvalité. Enkäten skickades ut via sociala medier och totalt 57 personer deltog i undersökningen. De viktigaste fynden var att faktorer inom källtrovärdighet visade sig ha en signifikant positiv effekt på millennials attityd till att använda informationskällorna generella sökmotorer, resebyråer online och recensionshemsidor. Slutsatserna dragna från studien är att källtrovärdighet har en positiv effekt på millennials attityd gentemot några av informationskällorna samt att förtroendenivån för eWOM varierar beroende på vilken informationskälla det publiceras på. Studien har bland annat bidragit till att ge läsaren en inblick i hur förtroendet för informationskällor ser ut och eWOM används i köpprocessen vid bokning av boende vid resa.<br>This thesis is based on a quantitative study with the purpose to investigate the factors influencing millennials attitude toward different sources of information when booking accommodation abroad. Further, the importance of eWOM in the selection of information sources will be investigated to examine whether it is a factor affecting the trust towards an information source. The following research questions were constructed to investigate the purpose of the study; "What do millennials’ travel habits look like and what information sources do they use to book accommodation abroad?", "What factors affect millennials' attitudes toward different sources of information online?" and "What do millennials trust in eWOM communication look like on different sources of information?". Data was collected with an online survey consisting of questions about the respondents traveling and accommodation habits abroad, their objective trust towards eWOM on different information sources as well as questions about the source’s credibility and information quality. The survey was sent out via social media platforms and 57 people in total participated. The most important findings were that factors found in source credibility had a significant positive effect on millennials attitude toward using information source general search engines, travel agencies online, and review websites. The conclusions drawn from this study is that source credibility has a positive effect on millennials attitude towards some information sources and that the level of trust for eWOM messages varies depending on which information source they are published on. The study contributes by giving the reader an insight into what consumers trust towards different information sources looks like and how eWOM is used in the consumer's buying process when booking accommodation abroad.
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Jandová, Tereza. "Fundraising neziskové organizace NIDAR." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-360162.
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This thesis deals with fundraising of non-profit organisations. The scope of the thesis is to provide the reader with basic information about fundraising, and to apply this information in order to evaluate the fundraising of a selected non-profit organisation. First of all, this work defines the non-profit sector and its long-term sustainability, then the work deals with the fundraising itself. Issues connected with credibility of the organisation and its webpages are included in the part concerning fundraising.These factors establish a competitive advantage in activities that are focused on fundraising. These theoretical foundations are applied on a chosen non-profit organisation, and additionaly, the webpages of the organisation are also analysed, and an ASNO14 non-profit organisation reliability analysis is carried out. The data used in the practical part was collected through an analysis of annual reports of the organisation, webpage analysis and through a personal interview. The ending of this thesis includes an overall evaluation and improvement proposals.
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Mualla, Naji D. Saleh. "Message variation and source credibility in advertising." Thesis, University of Strathclyde, 1986. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=23782.
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This thesis examines the empirical literature on the effects of source credibility and message variation on persuasive communication. Much of the credibility literature on the persuasive effects of source has been contradictory, for four main reasons. First, the dimensions used to define credibility are often unclear. Sometimes sources vary on more than one dimension. Alternatively, the independence of the factor the experiment is attempting to manipulate is often confounded with unrelated or extraneous dimensions. Second, given that certain persuasive effects are induced, the process by which this occurs is unclear - the literature is generally weak in dealing with mediating processes. Third, extensive research shows that source credibility operates most effectively when it is interacting with other variables, not in isolation. Fourth, many of the observed effects have been obtained from social persuasion experiments. These may not generalise to an advertising context. This thesis attempted to extend research in this area by addressing itself to some of the above problems. In particular, it examined the interactive effect of source credibility and an important variable, message variation, in inducing attitudinal and behavioural change in an experimental advertising situation. Findings from the experimental study are discussed in relation to (1) the difficulties involved in providing independent manipulations of source credibility; (2) findings from previous empirical research; and (3) the practical implications for advertising practice.
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Kreegimäe, Eliisa, Alexander Andersson, and Nicole Niiranen. "What makes your message credible? : A descriptive study on the effect of source credibility on message credibility." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85357.
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Message credibility is a commonly used term to indicate how well the recipients approve the message. Source credibility, on the other hand is a “communicator's positive characteristics that affect the receiver's acceptance of a message” (Ohanian, 1990, pp 41). It has been stated that an effect is apparent between the two, therefore the purpose of this study is to describe the effect of source credibility characteristics; trustworthiness, expertise and attractiveness on message credibility. The study utilized a quantitative research approach in order to describe the effect between the concepts. The researchers used a Likert-scale online questionnaire as the data collection method. The findings of this research suggest that all of the characteristics within the source credibility model are proven to have a significant and positive effect on the message credibility.
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Kang, Chee Youn. "REVISITING THE COGNITIVE MEDIATION MODEL IN THE DIGITAL AGE: A CROSS-CULTURAL STUDY OF FACEBOOK AS A VENUE FOR NEWS AND POLITICAL INFORMATION SOURCES, FACEBOOK USE AND CREDIBILITY AMONG NEW MEDIA USERS IN SOUTH KOREA AND THE UNITED STATES." OpenSIUC, 2017. https://opensiuc.lib.siu.edu/dissertations/1419.
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The objective of this study is to examine how credibility on Facebook is associated with information-seeking and sharing among new media users in South Korea and the United States. An information-seeker's environment is related to information resources that need to be assessed for usefulness and accuracy. As a vast number of users on Facebook get connected and exchange information, they confront greater uncertainty regarding who and what can be believed. Now is the time to concern and construct new skills and strategies for determining how to evaluate Facebook credibility with respect to Facebook use as news and political information source among new media users with different personal and cultural backgrounds. Furthermore, East Asian New Media Research relies greatly on theories and methods driven from the U.S. Since both Korean and American people have been recognized as heavy new media users as well as providers, it is vital to investigate the relationship between their patterns of Facebook use, credibility, information-seeking, and information-sharing on Facebook, in terms of a cross-cultural perspective. This study seeks to provide a comparative analysis of how Facebook use pertains to credibility and information-exchange among new media users in the US and South Korea, based upon Eveland's Cognitive Mediation Model and integrated credibility factors. The relationships among surveillance motivations for using Facebook, attention to news, elaboration with news organizations and networks, and perceptions of Facebook credibility in terms of a cross-cultural approach were examined employing structural equation modeling (SEM) techniques. The rationale of the proposed research models is discussed.
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Stutchbury, Peter. "Source credibility and message variation in a conflict." Thesis, Kingston University, 2000. http://eprints.kingston.ac.uk/20666/.
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This study has attempted to provide a greater understanding of the use of a persuasive communication to modify behaviour in the context of a conflict. Following an extensive review of the literature relating to consumer behaviour, the author concluded that there was relatively sparse information about models from this domain that have been applied or tested in the domain of conflict resolution. The latter has provided the impetus for this thesis. In particular, this study aimed to contribute to the advancement of knowledge about forces related to the consumer behaviour and communication domain, and the specific ways that these affect the focal area of intention, in the context of a conflict. To achieve this end, this study has developed and tested an integrated model of persuasive communication in the context of a conflict. In order to meet this aim the study has employed the well-established Theory of Planned Behaviour (TPB) as a suitable theoretical basis for the model together with communication models from the consumer behaviour domain to develop an integrated model of persuasive communication. The study employed rigorous methodologies to operationalise and test the research constructs and found considerable support for the stability of the Ohanian (1990) source credibility scale. Data were collected in a field experiment and the principal analytical tool was Structural Equation Modelling. The model was employed to test hypotheses related to the major influences of persuasive communication identified in literature, i.e. source credibility and message variation. Overall the research makes the following theoretical contributions to the theory and practice of behaviour modification by persuasive communication: Theoretical contribution: The research has tested the boundary conditions of the TPB. The TPB has been found to represent a reliable predictive model within the context of a conflict. The structure of the model has been confirmed and a number of cross-over effects consistent with past research were identified. In addition, the research has tested the boundary conditions of the Source Credibility Model and found support for the effectiveness of an expert spokesperson in persuasive communication in the context of a conflict. Finally, the importance of external influences to the persuasive communication process has been established, in that the existence of prior beliefs about the conflict originator was shown to confound the communication effect. Managerial contributions: Despite the limitations of the study, the author considers that the research provides guidelines for practitioners who wish to create a persuasive communication to modify behavioural intention in a conflict.
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Dubrovin, Aliaksandr. "Důěryhodnost informací ve státních institucích." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-114340.
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This work describes the problem of information credibility in state institutions with the help of using various methods (deduction, induction and synthesis). Work describes mainly theory but also some existing approaches in real work of this institutions. The work describes the problem beginning from collecting information, verifying information and information sources, related credibility, concepts, typologies and so on. Then, it describes the phenomenon of misinformation (or disinformation) and clarifies if this phenomenon is a part of real daily work of certain state institutions. Then in work is described the Ministry of Foreign Affairs of the Czech Republic and their approach to information (typology of information, resources, verifying information, actors which collect information). In addition, work presents such institution as the Office for Foreign Relations and Information, which is also a state institution and is a leading supplier of information to the MFA. Understanding the issue of such a sensitive topic in such closed institutions is based on publicly published sources. In work are also described methodologies of verifying information and procedures of risk management used in the situation of obtaining false information. At the same time, work contains a few of author's solutions for some parts of the work.
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García, Juan Angel. "Essays in credibility and the source of inflation persistence." Thesis, University of Warwick, 2000. http://wrap.warwick.ac.uk/4378/.
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In the first chapter we investigate the strategy of exchange rate pegging as a solution to the lack of credibility of domestic monetary policy in the context of the European Monetary System (EMS). Existing theoretical models cannot explain the following features of the EMS and its crisis in 1992: its progressive hardening from 1987 onwards; the fact that credibility was 'shared'; the progressive deterioration of credibility after the first Danish referendum without changes in the economic fundamentals. We argue that the reason lies in the fact that the literature has not incorporated the changes in the perceived prospects of EMU. We show that an adjustable peg regime that incorporates those prospects can explain the three features listed above and provide an alternative interpretation of the EMS crisis. We then focus our attention on the short-run dynamics of U.S. inflation. U.S. price inflation exhibits substantial inertia. The source of that inflation inertia is however controversial. In the second part of the thesis, we derive a wage contracting specification that implies inflation persistence to investigate the role of nominal rigidities to explain that degree of inertia. The contracting specification is derived from intertemporal optimisation under two basic assumptions: (i) wage staggering; (11) relative wage concern by wage-setters. The novelty is the analysis of relative wage concern. In chapter 2 we review the existing evidence and theoretical support pointing at relative wage concern as a fundamental factor in the wage contracting process. In chapters 3 and 4, we build a dynamic general equilibrium macromodel to study its implications. In chapter 3 we investigate two potential sources of inflation inertia: the contracting specification described above, and the lack of rationality of expectations. We then carry out a test for the source of inflation inertia. Our empirical results suggest that alternative sources of inertia beyond that imparted by the lack of full rationality of expectations are needed to characterise U.S. inflation dynamics. In chapter 4 we focus our investigation on the persistence of the real effects of money shocks. In contrast to previous models of staggered wages/prices, output and inflation persistence are robust findings of the model. Moreover, persistence results hold for all the sensible parameterisations. Given the empirical evidence in favour of the existence of a strong relative wage concern, we conclude that relative concern may be the missing piece in the money shocks persistence puzzle raised by recent literature.
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Stedt, Lisa, Nathalie Skoglösa, and Elina Svelander. "Insta(nt) credibility? : Exploring how Generation Z assigns credibility to influencers and their sponsored posts on Instagram." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44043.
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Background: Today, 98% of all Swedish upper secondary school students have Internet access and the majority possess accounts on social media; allowing them to generate content and engage with brands in a new way. Amongst this, we find influencer marketing; a new form of endorsement strategy utilized by companies in the social media setting to promote products and brands. Problem: Companies rely to a greater extent on influencers, becoming one of their main marketing communication strategies. However, the scarcity of research within influencer marketing regarding credibility may cause marketers to fall into a trap of basing their marketing communication on guesswork; potentially affecting the efficiency of their advertising message. Purpose: This paper sought to create an understanding of how Generation Z assigns credibility to an influencer and their sponsored posts on Instagram, in the multilayered and complex social media environment, where the question of how may cover both the perceived positive and negative influences on credibility. Method: A qualitative approach with semi-structured focus groups with 29 participants from Generation Z were conducted. The data collected from the focus groups were later analyzed using the general analytical procedure and further compared with existing literature within the field. Results: This research indicated that expertise, trustworthiness, similarity, engagement, previous endorsements, influencer and product match, advertisement and feed match and follower count can positively influence the assigning of credibility. Furthermore, the following factors were indicated to negatively influence the assigning of credibility: entertainment value, social ties, mismatch between the influencer and the product, multiple endorsements and advertising and feed match.
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Park, Hee Lye. "Impact of Congruence Between Self-disclosed Personal Information and Review on Source Credibility in Online Travel Reviews." Thesis, University of North Texas, 2012. https://digital.library.unt.edu/ark:/67531/metadc115136/.
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This experimental study examined the source-message congruence effect on source credibility by manipulating the congruence of the reviewer’s profile information (travel interest, geographical location) with no changes in the review content. the congruence effect was found to influence perceptions of the reviewer’s expertise in a travel interest. This finding suggests that revealing the reviewer’s travel interest can assist the credibility assessment of travel reviewers-particularly in terms of expertise-within the category of a travel interest. the refined classification of travel reviewers based on their travel interests can improve their usefulness as information sources for prospective travelers’ information searches. These attributes can further be employed as search cues if embedded in the reviewer’s profile.
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Head, Katharine J. "Tanning bed use, deviance regulation theory, and source factors." Thesis, [College Station, Tex. : Texas A&M University, 2008. http://hdl.handle.net/1969.1/ETD-TAMU-2368.
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Stueckemann, Elena. "Examining the Role of Source Credibility in the Vaccination Debate : An Experimental Study of the Influence of Heuristic Cues on Source Credibility Assessments and Attitude Change." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-45863.
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The global rise of anti-vaccination movements has led to serious consequences for the public health such as the recent measles outbreak in the United States. The increased promotion of misleading information on vaccinations by social media influencers as well as by media outlets seems to have resulted into a more negative view on vaccinations. The popularity of these social media influencers and the good reputation and authority of the media outlets could have played a substantial role in these developments. The following experimental study will try to explore whether popularity or authority cues can have an impact on the evaluation of the credibility of these two types of sources via an online survey. Furthermore, it aims to examine whether said heuristic cues and resulting conformity effects or the source credibility in general could have an impact on the opinion of recipients on a potential autism-vaccination link. Results have shown that especially authority cues seem to have a positive impact on source credibility evaluations. Furthermore, a high general trust in the media positively influences assessments of source credibility of well-established news outlets. Popularity cues as well as authority cues seem to have a positive effect on the recipients´ opinion. However, authority cues and the resulting effects of informational conformity seem to lead to greater attitude changes. Particularly people with a high need for conformity exhibit considerable attitude changes when exposed to the well-established news outlet as a source. Also, a high perceived source credibility is positively correlated with a desired attitude change. Especially the high perceived credibility of the social media influencer resulted in significant attitude changes. The results underline the importance and positive impact that a perceived authority can have on source credibility assessments and on recipients’ opinions. This highlights the great necessity for self-proclaimed experts on social media platforms and particularly for well-established news outlets to increase their effort to thoroughly and accurately research health-related topics.
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Lu, Sirui. "Differences in Perceptions of News and Source Credibility Based on Reporter Accent: An Elaboration Likelihood Model Perspective." Ohio University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1430989460.
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Fred, Stephanie. "Examining Endorsement and Viewership Effects on the Source Credibility of YouTubers." Scholar Commons, 2015. http://scholarcommons.usf.edu/etd/5685.
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The growth of YouTube has resulted in the industrialization of a platform that redefines mainstream success. Success measures such as endorsements and viewership are serving as motivational factors for YouTubers. YouTubers and brands want more views, but are those motivations effecting perception? While much research has focused on the effects that YouTube has on the brand, this study focuses on the effects that the brand has on the YouTuber. It also determines whether viewership affects YouTuber perception and whether it‟s a success measure worth using. Using the constructs of the source credibility theory, this study assessed the main effect of brand endorsement and viewership on perceived expertise and trustworthiness of YouTubers. After conducting an online experiment, findings suggest that non-brand endorsed YouTubers possess higher-rated expertise and trustworthiness. While viewership did not make a difference in perceived expertise, it did result in higher-rated trustworthiness when a YouTuber possesses lower viewership.
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Andersson, Tedh, Marie Jinnemo, and Andreas Nyberg. "Facebookanvändares attityder gentemot företag aktiva på Facebook." Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-6953.
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Finch, James Earl. "The role of involvement and source credibility as determinants of vehicle-source effects in persuasive communications." The Ohio State University, 1987. http://rave.ohiolink.edu/etdc/view?acc_num=osu1272375460.
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Pashaei, Hamid. "Users' Perception of Influencers Credibility on Instagram and Their Purchase Intention Regarding Product Recommendations by Influencers." Thesis, Université d'Ottawa / University of Ottawa, 2020. http://hdl.handle.net/10393/40097.
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Influencers on social media is a new phenomenon that has gained popularity in recent years. Despite the increasing popularity of influencer marketing on Instagram, research has been limited. The purpose of this thesis is to evaluate the credibility of Instagram influencers from the perspective of followers, and see whether the dimensions of source credibility outlined by Ohanian (1990) has a positive impact on users to follow influencers on this platform.
The research first presents and compares the research and theories to date regarding the use of celebrities in advertisement and influencer marketing. Then it attempts to investigate the credibility of Instagram influencers in the eyes of male and female users, and evaluates the differences in both genders on the criteria that they decide to follow influencers. This study also evaluates purchase intention of Instagram users based on the product advertisements by influencers to see whether dimensions of source credibility positively impact users’ intent to purchase.
For the purpose of this study, a survey of 250 participants was conducted using Amazon MTurk. The results show that about 77 percent of the participants spend more than at least half an hour a day on Instagram and more than half of the participants indicated that their purchase intention is impacted by influencers on this platform.
The key findings of this study provide further understanding of the influencers phenomenon on Instagram and give marketers valuable insight in the process of decision-making when running influencer marketing campaigns on Instagram. It provides marketers with more information on how to match up influencers and potential consumers.
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Arntson, Margaux. "A Critical Analysis of Humanitarian Intervention as a Source of Reputational Credibility." Scholarship @ Claremont, 2018. http://scholarship.claremont.edu/cmc_theses/1958.
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Since his election into office, a cloud of uncertainty has surrounded President Trump’s foreign policy ambitions. Much of today’s scholarship concerns its unpredictable nature and scope. President Trump, like previous presidents who have come before him, entered office with very little foreign policy experience. A key feature of his non-principled, fast-alternating foreign policy is that few people know exactly what he is going to propose next in terms of his international strategy. Coupled with this strategy is Trump’s desire for international credibility and a strong reputation. This desire seems fundamentally at odds with his foreign policy strategy, as Trump proposes isolationist measures and countries learn to fear his foreign policy’s unpredictability.
This paper aims to take a critical look at the role of humanitarian intervention in a country’s foreign policy. It analyses whether countries like the United States can successfully introduce humanitarian intervention as a successful foreign policy prescription. More specifically, it aims to answer the following research question: is it possible for the United States to reclaim its founding values through intervention in humanitarian crises without hindering the country’s military credibility?
This paper first proposes theory, then aims to cement that theory in a real-world scenario through the analysis of a specific case study. It uses a combination of primary sources, secondary sources, and more qualitative methods of data gathering to deeply analyze the relationship between humanitarian intervention, military credibility, and the United States’ founding values. It then goes on to critically analyze the application of these findings to the genocide currently occurring in West Sudan.
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DellaCorte, Patricia. "University Homepage Affordances: The Influence Of Hyperlinks On Perceptions Of Source Credibility." Cleveland State University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=csu1463497101.
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Meyer, Raquel Ann. "The effect of source credibility on tax professional judgment in consulting engagements." Access restricted to users with UT Austin EID Full text (PDF) from UMI/Dissertation Abstracts International, 2001. http://wwwlib.umi.com/cr/utexas/fullcit?p3034987.
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Saouma, Joulyana, and Dimed Chabo. "Celebrity Endorsement : Hidden factors to success." Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-241.
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<p>Abstract</p><p>The use of celebrity endorsement strategy is nowadays more frequently used by marketers in order to increase their sales and thereby extend their market shares. Many celebrities are used in various marketing campaigns and in most cases; the use of celebrities as endorsers is seen from mainly positive aspects. This made the authors curious whether the negative aspects, that also exists when using celebrities as endorsers, affects consumers in their purchasing decisions when a celebrity gets associated with negative publicity. Another cause of interest is which factors of a certain celebrity are most important and crucial in consumers’ perceptions, in the case of negative publicity.</p><p>Purpose: The purpose of this thesis is to study which factors consumers find important for a company to consider when a celebrity gets negative publicity, to maintain successful brand recognition.</p><p>Literature review: The use of previous studies within the field of celebrity endorsement clarifies many important aspects when it comes to celebrity endorsement and this chapter is elaborated from 4 different perspectives; Company, Celebrity, Brand and Consumer. Based on previous studies, the authors identified 6 crucial attributes when using celebrities as endorsers and this can also be seen as a pre-study that the research process has been based upon. Furthermore, the 6 attributes are chosen from the three first mentioned perspectives in order to be able to fulfil the purpose. Hence, this thesis is conducted from a consumer’s point of view.</p><p>Method: A quantitative method is used in this thesis since the authors want to base the results on collected data that is expressed in numbers and also to generate a general apprehension in this phenomenon. Moreover, the combinations containing the 6 attributes are used in the conjoint experiment.</p><p>Conclusions: It was proven in this study that consumers do get affected by celebrities as endorser, when the attributes from the literature review are in a combination. But, the consumers’ perception of the attributes differs in different cases. However, the main finding was that there are two crucial attributes, trustworthiness and expertise that companies should take into account when using celebrities in their advertising campaign.</p>
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Hu, Xiao. "Assessing Source Credibility On Social Media–––An Electronic Word-Of-Mouth Communication Perspective." Bowling Green State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1427826970.
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Li, Mengchen. "International Students' Perceptions of Source Credibility for the U.S. Media and International Outlets." Ohio University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1429708798.
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Blomberg, Matthew. "Things left unsaid: Source disclosure, the Video News Release and perceptions of credibility." Thesis, Kansas State University, 2017. http://hdl.handle.net/2097/36196.
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Master of Science<br>Department of Journalism and Mass Communications<br>Louise Benjamin<br>The video news release (VNR) has been a source of controversy since its first inclusion into newscasts in the early 1980s. This third-party (not produced by a news station) public relations and marketing-friendly content, when included alongside normally produced news stories, can make it difficult for the public to discern what is news and what is not. Problems specifically arise when news operations fail to disclose to their audience the source or provider of VNR content, and prevent news consumers from evaluating the legitimacy or intent of a VNR.
A 4 (source disclosure cue: audio, video, combination of the two, and none) x 2 (source agent type: biased or neutral) experiment was implemented within this study to better understand audience evaluations, post exposure to a source disclosure cue, of the credibility of a news operation that implements VNRs within their broadcast. Disclosure cues were also evaluated for their effectiveness in raising awareness to the persuasive aspects of a VNR, and the impact of differing source agent types on participants' credibility assessment of a news operation.
Results demonstrated 75% of participants (n=238) failed to correctly identify the source of the VNR when a disclosure cue was given. However, the audio and video combination condition was found to instigate the most awareness to the use of VNR. Overall, disclosure of a VNR's source could not be linked to changes in participants' evaluation of a news operation's credibility, with results demonstrating uniformly average means throughout. In addition, source disclosure could not be associated to a change in participants' awareness to the persuasive context of the VNR, with similar means exhibited. Because of the lack of an overall effect concerning credibility or knowledge of persuasive content within the study, greater media transparency is needed as are more media literacy opportunities for the public to best understand and navigate today’s complicated broadcast media reality.
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Mårtensson, Maria, Jetesa Dana, and Zahra Shirazi. "Can I trust you? : A study on cues affecting source credibility of eWOM reviews." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96191.
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Background The transition to digital means has made WOM changed into eWOM. Source Credibility in eWOM reviews has proved to be of high importance when evaluating the reviewer’s credibility. The increased information and accessibility online have caused concerns on Source Credibility. Therefore, this study will research on Source credibility of eWOM reviews. Purpose The purpose of this study is to explain the impact of reviewer cues on source credibility in eWOM reviews. Methodology This research is based on a quantitative approach with an explanatory purpose and a cross-sectional research design that used a self-completion questionnaire to gather data. The result was conducted by testing the data in a descriptive analysis, correlation analysis and multiple regression analysis. The reliability and validity of the measures have also been tested. With Cronbach's alpha, the reliability of the measures was tested. ' Findings This research provides empirical evidence that competence and community positively impact source credibility, whereas argument quality and homophily were not shown to have any positive relationship with the source credibility of eWOM reviews. However, the study has revealed that argument quality has some impact on source credibility which cannot be neglected by academics, companies, and customers.
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Colley, Kara. "The Effect of Company Information Source on Organizational Attraction." Xavier University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=xavier147385501987839.
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Khan, Mohammed S. "The relationship of perceived risk to source credibility : with reference to catalogue and TV shopping." Thesis, University of Manchester, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.633434.
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This study is about social persuasion, and it is specialised to a particular context of in-home shopping, in which the goal of social persuasion (by marketing communications) is to reduce the consumer's perceived risk taking source credibility as potential determinant of perceived risk. The consumer behaviour literature to date has not researched the constructs of source credibility and perceived risk within a single study. Both constructs have appeared, studied separately in more traditional retail contexts, and the research findings on the dimensionality of source credibility and of perceived risk have been relatively inconsistent. This study seeks to understand source credibility and perceived risk in the newer context of in-home shopping, by looking at whether source credibility (low and high) in the context of potential moderating variables: product type (CD player or T-shirt) and shopping medium (catalogue or TV) affect perceptions of consumers' risk. The research design used in this study had two phases: qualitative and quantitative. In the qualitative phase, a series of focus groups was used to explore the main concepts, to develop the main instruments, and to select "high" and "low" levels for the main treatment variables (source credibility) and "high" and "low" involvement products (product type) to be used in each of two shopping media (catalogue and TV). These levels were then operationalised as experimental treatments. In the quantitative phase, we used experienced in-home shoppers as sample subjects using a within-subject mixed factorial design (2 x 2 x 212). We found that the dimensionality of source credibility was not as predicted by previous research; whereas, the dimensionality of perceived risk was as predicted by previous research. This study suggests that the effects of source credibility are context specific, and are sometimes counterintuitive (a confirmation and extension of previous more general social persuasion research). In particular, our findings suggest that high source credibility (as opposed to low source credibility) tends to reduce perceived financial and performance risks for high involvement products but only in the TV shopping medium. It seems that the effects of moderating variables can outweigh the effects of variations in source credibility (especially for the psychological, social, and time dimensions of perceived risk). Our findings suggest that catalogue shopping is perceived to be less risky than TV shopping by both catalogue shoppers and TV shoppers. Interestingly, TV shoppers report higher levels of risk in both of these in-home shopping media than catalogue shoppers do. A completely unexpected aspect of this finding is that TV shopper's reported higher levels of risk in the medium they actually chose to use (TV) than in the one they do not use (catalogue). This study also demonstrated that the effects of the three experimental treatments (product type, shopping medium, and source credibility) on perceived risk are mediated by inter-individual differences between subjects. We established this by measuring a construct, which we term source approval, and by controlling for inter-individual variations in this variable using MANCO V A. The study has implications both for marketing management and for future marketing research.
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Aden, Timothy. "The effects of on-screen messages on viewer perceptions of source credibility and issue valence." Scholarly Commons, 2006. https://scholarlycommons.pacific.edu/uop_etds/645.
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The present study investigates the effects of on-screen messages on viewer perceptions of source credibility and issue valence. Previous research has found that elites utilize framing in order to alter viewer perceptions and change public opinion. An experiment was conducted, which examined whether on-screen messages displayed during a presidential-news conference had any effect on the viewers' perception of sound credibility and issue valence. The results of the study indicate that on-screen messages have no effect on individuals' perceptions of source credibility and issue valence. The study also found that an individual's· political ideology plays a major role in influencing perceptions of source credibility and issue valence.
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Beam, Brooke W. "Lights, Cameras, and Agricultural Documentaries: Understanding viewers’ interpretation of source credibility in food documentary films." The Ohio State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=osu1500448684766755.
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Granjon, Valentin, and Romain Benedic. "Instagram's Social Media Influencers: A study of Online Popularity From Source Credibility to Brand Attitude." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-328627.
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Social Media Influencers (SMIs) and their sponsored posts on the Social Media represent a growing part of tomorrow’s digital marketing landscape. Marketers hire them to recommend their products to their large audiences through friendly and engaging social media posts. To please marketers, increasing and maintaining their audience size is of the utmost importance. Consequently, number of followers, likes, and comments have become the metrics of SMIs success. However, recent contradictory publications of business magazines and academic research raised the question of SMIs’ online popularity, credibility, and their efficiency as brand endorsers. Hence, an online-based survey experiment based examined the audience’s attitude of SMI credibility across three different level of online popularity using Ohanian’s (1990) source credibility model. Further, the relationship between SMI credibility and brand attitude, and the mediating effect of attitude toward sponsored post were investigated using a research model adapted from Attitude toward advertising models. The findings revealed that the more an SMI is popular, the more he is perceived as a credible brand advocate, and SMI credibility was found to positively and directly influences brand attitude. Semi-structured interviews strengthened the discussion of the quantitative results. Theoretical and managerial contributions of the study are presented and suggestions for future research ensue.
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Lim, Joon Soo. "Persuasive message typicality and source credibility a schema-copy-plus-tag model with sleeper effects /." [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0014622.
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Mattebo, Robin. "Citation needed : the perceived credibility of Wikipedia among high education students." Thesis, Uppsala universitet, Medier och kommunikation, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-209053.
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This thesis is called “Citation needed – the perceived credibility of Wikipedia among higheducation students”. The purpose of this thesis is to discover the opinions about the credibilityof Wikipedia among high education students. The assumption is that students are aware ofbeing source criticizing and do not directly cite Wikipedia in academic works. The main research question is: what are the views of the perceived credibility of theinformation on Wikipedia among high education students? The theoretical framework is made out of previous research specific related to Wikipediabut also theories around memory creation, assessment of sources and credibility. The method used is qualitative, with semi-structured interviews. The material consists ofinterviews with nine participants. Their answers are transcribed and presented in themes andthen analyzed. The main results are that the perceived credibility of the information on Wikipedia amongthe students is that it is fairly credible and their views of the encyclopedia are that it is fastupdated and neutral. They also believe that Wikipedia isn’t for academic usage so in allaspects the students do not make a thoroughly assessment of the encyclopedia’s credibility. Further implications are that Wikipedia would be ruined if anyone tried to make itacademic. Wikipedia fulfills an educational tool for the public even though it is not alwayscorrect. It is important to be reminded that Wikipedia contains errors but no other source iscompletely flawless either. In that sense it would be smarter to start a new encyclopedia, ifthere is such a need, perhaps open for professors only and would in the end only containvetted information, however mostly/only in academic fields. The length of the thesis is 56 pages in total and approximately 21 000 words. Keywords: Wikipedia, encyclopedias, source criticism, credibility, Nationalencyclopedin,students, in-depth interviews.
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Drugge, Alexandra. "Marknadsföring via sociala medier : En kvantitativ studie om influencers påverkan på kvinnliga Millennials attityd och köpintention." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-69596.
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Syftet med uppsatsen var att förklara hur svenska kvinnliga Millennials attityd och köpintention påverkas av influencers på Instagram inom modebranschen. För att besvara syftet har influencerns effektivitet analyserats genom fyra variabler; dessa är source credibility, source attractiveness, product match up och meaning transfer. Studien har grundats i teorier om celebrity endorsement och influencer marketing och olika sätt att mäta hur effektiva endorsern är. Hypoteser formades för att kunna bekräfta samband mellan de fyra variablerna och attityd och köpintention. Empirin samlades in via enkäter till kvinnliga Millennials i Norrbotten där respondenterna fick besvara frågor baserat på en bild och utifrån bilden besvara vilket ord som stämde bäst överens med deras åsikt. Uppsatsen testade nio hypoteser och fem av dessa kunde styrkas. Resultatet visade att source credibility påverkar köpintentionen, det finns ett samband mellan source attractiveness och attityd men attraktivitet är inte en tillräcklig stark källa för att övertyga konsumenter till köp. Product match up påverkar Millennials köpintention, meaning transfer har ett positivt samband till konsumenternas attityd och attityd påverkar köpintention. För vidare forskning föreslås en kvalitativ undersökning för att få djupare förståelse av Instagram-influencers påverkan paå Millennialskonsumenter.<br>The purpose of this report was to explain how Swedish female Millennials attitudes and their purchase intention were affected by influencers on social media. This has been done by analyzing four variables; source credibility, source attractiveness, product match up and meaning transfer. The study was based on theory about celebrity endorsement, influencer marketing and different ways of measuring how effective the endorser is. Hypotheses were formulated to be able to confirm relationships between the four variables, and attitudes and purchase intention. The data were gathered from female Millennials in Norrbotten via an online survey and the respondents got to answer questions based on a picture and answer what word which best described their opinion of the picture. The report tested nine hypotheses and five of these could be confirmed. The result showed that source credibility affects the purchase intention. There is a relationship between source attractiveness and consumer attitude, however attractiveness is not a strong enough source to convince the purchase intention of consumers. Product match up affects Millennials purchase intention, meaning transfer has a positive relationship towards consumer attitude, and attitude affects purchase intention. For future research, it is suggested to make a qualitative study in order to gain deeper understanding the effect of Instagram-influencers on Millennial consumers.
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Illi, Peter. "Påverkan av auktoritet : Berömmelse ingen faktor som övertygar." Thesis, Mälardalens högskola, Akademin för hälsa, vård och välfärd, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-18658.
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Ikoniska auktoriteter är personer som tillskrivs sådan betydelse att de kommit att symbolisera delar eller aspekter av samhällslivet eller epoker i historien och som kan sägas ha haft ett betydande inflytande på samhället och kulturen. I studien undersöktesom ikoniska auktoriter påverkar oss mer eller annorlunda än andra källor. I ett experiment fick högskolestudenter uppdelade i fyra grupper läsa en text under hög elaboration om en psykologisk teori där variablerna ikonisk auktoritet och personligrelevans manipulerades. Deltagarna ombads sedan skatta vilken trovärdighet de ansåg att teorin hade. Studien ställde upp två hypoteser: att hög ikonisk aukto-ritet skulle öka den skattade trovärdigheten och personlig relevans minska den. Resultatet gav inte stöd åt någon av hypoteserna men en interaktionseffekt visade att texten vid låg personlig relevans uppfattades som mer trovärdig av de deltagare som exponerades för låg ikonisk auktoritet än de deltagare som exponerades för hög ikonisk auktoritet. Det föreslås att interaktionen beror på en backlash-effekt.
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Duchsherer, Amy Elaine. "Latching on to Information: Effects of Information-Seeking Behavior on Breastfeeding Self-Efficacy." Diss., North Dakota State University, 2020. https://hdl.handle.net/10365/31748.
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Recommendations on breastfeeding in the United States suggest that infants should be exclusively breastfed for six months with continued breastfeeding in conjunction with complementary foods for at least one year. However, only 22.30% of women are exclusively breastfeeding when their infant reaches the age of six months, which indicates the existence of barriers hindering prolonged breastfeeding. In this study, I consider the factors related to information-seeking behavior that may influence breastfeeding rates. Specifically, I focus on the relationship between the sources a woman selects to receive information about breastfeeding and her level of breastfeeding self-efficacy, which has been shown to be a significant predictor of breastfeeding success. A sample of 222 breastfeeding women was recruited for participation in this study. Participants completed a mixed-methods survey, and the results of the survey were analyzed using applied thematic analysis, correlation, and regression analysis. Women who participated in this study used non-expert online information sources most frequently when searching for information related to breastfeeding. Criteria women used most frequently when choosing an information source included source affordances (e.g., convenience and quickness), information characteristics (e.g., variety of information and information quality), and source characteristics (e.g., source expertise). Hypotheses for this study posited a relationship between source characteristics (i.e., expertise, trustworthiness, goodwill, and social support) and breastfeeding self-efficacy; all hypotheses were supported, and expertise, trustworthiness, goodwill, and social support were found to have a significant positive relationship with breastfeeding self-efficacy. Source expertise was found to be the strongest predictor of breastfeeding self-efficacy among those that were measured for this study; however, it is not an individual significant predictor when modeled alongside the remaining source characteristics. Implications of this study stress the importance of access to quality information related to breastfeeding and continued research on the development of breastfeeding self-efficacy in various demographic populations and over the span of a breastfeeding relationship.
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Kala, Tejshree. "Does the manager matter to users of management earnings forecasts?" Phd thesis, Canberra, ACT : The Australian National University, 2018. http://hdl.handle.net/1885/148174.
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Prior research provides evidence on how manager
attributes affect characteristics of management earnings
forecasts and how firm characteristics affect market
participants’ perception of the credibility of management
earnings forecasts. Using a manager-firm matched panel dataset,
this thesis examines whether the perceived credibility of
management earnings forecasts, as measured by investors’ and
analysts’ responses to management earnings forecasts news, are
influenced by: (1) the forecasting track records of individual
managers, and (2) manager attributes. The results indicate that,
overall, investors’ responses to management earnings forecasts
vary with the firms’ forecasting track records but not with the
forecasting track records of individual managers or with manager
attributes. The results indicate that analysts’ responses to
management earnings forecasts are positively associated with
managers’ individual forecasting track records. Results also
indicate that analysts react less strongly to management earnings
forecasts issued by CEOs with CFO experience, and react more
strongly to management earnings forecasts issued by managers who
are also the chairperson. Overall, the results suggest that
analysts, being more sophisticated users, consider both manager-
and firm-specific characteristics in their assessments of
management earnings forecasts. This thesis contributes to the
literature by providing a more comprehensive understanding of
whether manager-specific forecasting track records and manager
attributes matter to investors and analysts. The findings
reported in this thesis may help to inform the communicators
(firms and managers) of management earnings forecasts about what
matters to users, which may help them vary their forecasting
behaviours. Results may also help inform boards of directors
about what matters to users of management earnings forecasts and
help the board better monitor managers in this regard, and,
inform observers such as regulators and commentators in providing
signals about what matters to users in terms managers’
forecasting behaviours and attributes.
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Nilsson, Pamela, and Olivia Hiljegren. "Konsten att skapa trovärdighet genom influencer marketing : En kvalitativ studie om hur varumärken nyttjar influencers som ett marknadsföringsverktyg för att skapa trovärdighet i sociala medier." Thesis, Högskolan i Halmstad, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-45111.
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Att företag använder sig av influencers som ett marknadsföringsverktyg på sociala medier blir allt vanligare att se. Precis som det engelska ursprungsordet influence betyder så handlar influencer marketing om att varumärken använder personer med stora nätverk av följare för att påverka andra konsumenter till varumärkeskännedom och köpbeslut. Syftet med denna studie är att undersöka hur varumärken använder sig utav influencers som ett marknadsföringsverktyg för att skapa trovärdighet genom samarbeten på sociala medier. Studien har undersökt vad det finns för möjligheter samt problem som denna typ av marknadsföringsverktyg kan innebära. För att undersöka frågeställningen har författarna intervjuat två medelstora influencers och två stora varumärken inom skönhet. Deras expertis och kunskap inom influencer marketing har bidragit till ett exceptionellt forskningsmaterial för denna studie. Slutsatsen visade på att varumärken som använder influencers som ett marknadsföringsverktyg gör det i syfte att stärka relationen till sina kunder, samtidigt som de vill öka sin varumärkeskännedom. Influencers som samarbetar med varumärken anser sig själva inspirera sina följare att prova nya varumärken, samtidigt som de ger en ärlig och rättvis recension. Detta sammanlänkar de tre delarna som ingår i marknadsföringsverktyget, vilket är influencer, mottagare och varumärke.<br>The fact that companies use influencers as a marketing tool on social media is becoming increasingly more common. Just as the English origin word influence means, influencer marketing is about brands using someone with a large number of followers and a power to affect and influence other consumers to brand awareness and purchasing decisions. The purpose of this study is to investigate how brands use influencers as a marketing tool to create credibility through collaborations on social media. The study will examine what opportunities there are as well as problems that this type of marketing tool can entail. To answer the research question, the authors have interviewed two medium-sized influencers and two major beauty brands. Their expertise and knowledge in influencer marketing have contributed to an exceptional research material for this study. The conclusion showed that brands that use influencers as a marketing tool do it, in order to strengthen the relationship with their customers, while at the same time increase their brand awareness. Influencers who work with brands consider themselves to inspire their followers to try new brands, while giving them an honest and fair review. This conclusion links the three parts included in the marketing tool, which are influencers, recipients and brands.
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Birgersson, Fanny, Jonas Ragnvaldsson, and Emma Randau. "Konsumentens uppfattning av Influencer Marketing på Instagram : En experimentell studie på Source Credibility, Köpintention och Varumärkesattityd." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14587.
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Sociala medier har under senare år växt och blivit en integrerad del av människors vardag. Tillväxten i populariteten av sociala medier har resulterat i att många företag flyttar delar av sin marknadsföring till dessa plattformar i förhoppningen om att få en bredare och mer engagerad publik. En följd av det ökade intresset för marknadsföring på sociala medier har blivit att sponsra och samarbeta med personer som har ett stort antal följare, även kallade influencers, på sociala medie-plattformar såsom Instagram, Twitter och Youtube. Samtidigt som sponsring av influencers blir allt vanligare så ser vi också att influencerns publik, följare och andra intressenter, har börjat tröttna på det sponsrade materialet. Tidigare forskning på marknadsföring med hjälp av kända personer har visat att det finns ett negativt samband mellan mängden produkter som en känd person marknadsför och den kända personens source credibility. Forskarna fann i samband med studierna även att konsumentens köpintention och varumärkesattityd påverkades negativt. Vår studie ämnade därför dels till att undersöka om samma slutsatser går att dra för dagens influencers. Å andra sidan visar forskning att konsumentens relation till en känd person kan skilja sig från relationen till en influencer. Då konsumenter ofta upplever att de har en relation till de influencers som de följer på sociala medier kan detta påverka den minskade source credibility som annars skulle uppstå när en influencer publicerar en större mängd sponsrat material. Därför syftade denna studie även till att undersöka huruvida konsumentens intention och attityd påverkas av att konsumenten följer en influencer eller inte. För att kunna besvara studiens syfte och frågeställning genomfördes därför en experimentell studie på nätet. Deltagarna i studien slumpades in i en av två grupper där de exponerades för olika mängder sponsrat material. Experimentet avslutades med en enkät och grupperna jämfördes sedan för att se huruvida attityden gentemot influencern, köpintentionen och varumärkesattityden förändrades vid en större mängd sponsrat material. Enkäten möjliggjorde även vidare analys av hur attityder och intentioner påverkas av att konsumenten är följare eller inte. Resultatet visade att antal sponsrade inlägg som en influencer publicerar inte påverkar konsumentens köpintention, varumärkesattityd eller attityd gentemot influencern. Dock fann studien stöd för att en influencers source credibility påverkas beroende på om konsumenten är följare eller icke-följare, vilket i sin tur även påverkar konsumentens köpintention och varumärkesattityd. Vi fann även att source credibility påverkar köpintention och varumärkesattityd i båda fallen. Vi kan därmed dra slutsatsen att det är mindre viktigt för konsumenten hur många sponsrade inlägg en influencer publicerar. Det handlar snarare om huruvida man följer personen eller inte gällande hur konsumenten tar emot det sponsrade materialet.<br>Social media has in recent years grown and become an integrated part of people's everyday lives. The growth in popularity of social media has resulted in many companies moving parts of their marketing efforts to these platforms in the hope of getting a wider and more committed audience. An effect of the increased interest in social media marketing has been to sponsor people who have large numbers of followers, also called influencers, on social media platforms such as Instagram, Twitter and Youtube. While sponsoring influencers is becoming more common, we also see that the influencer audience has begun to grow tired of the sponsored material. Earlier research on celebrity marketing has shown that there is a negative relationship between the amount of products that a celebrity endorses and the endorser's source credibility. Researchers also found that the consumer's purchase intention and brand attitude were negatively affected. Our study therefore aimed to investigate whether the same conclusions can be drawn for influencers. On the other hand, research shows that the consumer's relationship with celebrity may differ from the relationship to an influencer. Because consumers often experience that they have a relationship to the influencers that they follow on social media, this can affect the reduced source credibility that would otherwise occur when an influencer publishes a larger amount of sponsored content. Therefore, this study also aimed to investigate whether the consumer's purchase intention and attitude is influenced by the consumer following an influencer or not.In order to answer the purpose of the study, an online experiment was conducted. Participants in the study were randomized into one of two groups where they were exposed to different amounts of sponsored material. The experiment was completed with a survey and the groups were compared to see if the attitude towards the influencer, purchase intentions and brand attitude changed when the participant was exposed to a larger amount of sponsored material. The survey also enabled further analysis of how attitudes and intentions are affected by the consumer being a follower or not. The result showed that the number of sponsored posts published by an influencer does not affect the consumer's purchase intention, brand attitude or the source credibility of the influencer. However, the study found that an influencer's source credibility was affected by whether the consumer is a follower or non-follower, which in turn also affects the consumer's purchase intention and brand attitude. We also found that source credibility affects purchase intention and brand attitude in both cases. We can therefore conclude that it is less important for the consumer how many sponsored posts an influencer publishes. It is more about whether the consumer follows the influencer or not, than about how the consumer receives the sponsored material. The following thesis is written in Swedish.
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Andersson, Emma. "Credibility in Comedy is No Joke : A multimodal study of the credibility of, and communication campaign manifested in, the political satire program Last Week Tonight with John Oliver." Thesis, Södertörns högskola, Journalistik, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-35501.
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Research into political satire programs show that they can be informative in the same way traditional news inform citizens and that the audience trust the information told by satirists. The political satire program Last Week Tonight with John Oliver has inspired the phenomenon ‘the John Oliver Effect’ due to comedian John Oliver’s ability to influence the world of politics and beyond with his in-depth investigations in serious subjects. In the author’s previous research Last Week Tonight has been portrayed by the media as being a credible source despite being the work of a comedian. This study therefore aimed to research what it is that makes Oliver and Last Week Tonight a credible source and whether some aspects of the reporting can be seen as communication campaign. With the theory of source credibility as part of its core, this study used the method of multimodality to ascertain that the main aspect that spoke to Oliver’s credibility was his perceived trustworthiness rather that his expertise or attractiveness. Using the same method but with the theory of communication campaign as part of its core, the study also ascertained that the program in general possessed some characteristics of a communication campaign but to be completely successful an episode had to possess all characteristics of a communication campaign. Merging this with previous research would indicate that subjectivity – Oliver’s authenticity and honest opinions and feelings – play an important part in his perceived credibility.
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Liu, Yu-Lun. "Recruitment information source, content and organisational attractiveness : the role of jobseekers' decision-making style." Thesis, University of Manchester, 2016. https://www.research.manchester.ac.uk/portal/en/theses/recruitment-information-source-content-and-organisational-attractiveness-the-role-of-jobseekers-decisionmaking-style(d514bb32-aa25-4843-b98e-86e254d26075).html.
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Recruitment is a mission-critical process for human resources management. Due to the high turnover rate and lack of specific skill requirements, the retail sector has an acute need to hire new employees to fill vacancies. Therefore, recruiting a relatively large number of new employees in a limited period of time is crucial for companies in the retail industry. Existing studies have suggested that by designing recruitment activities and utilising appropriate recruitment sources to promote and announce a job, employers are able to attract jobseekers to apply for jobs and join the organisation. The social communication theory highlights four major elements involved in any information communication: the information communicator (source), the information receiver (audience/jobseeker), the response (the receiver’s attitude towards the information received and the decision taken to apply or not) and the stimulus (the message/information content that is transmitted by the communicator). An individual’s ‘attitude’ towards the recruitment information can significantly affect their ‘intention’ of making a job application decision, and this intention can significantly influence their actual decision-making ‘behaviour’, such as accepting a job offer. Consequently, most of these studies focus on the effectiveness of the stimulus (e.g., how the design of the recruitment information content can attract more jobseekers).However, there are divergent results in the literature. For instance, numerous researchers have attempted to investigate how different recruitment information sources can impact jobseekers’ application and recruitment decisions. Some researchers claim that the formal, company-controlled, recruitment information sources, such as advertising and corporate websites, are less effective than informal. By contrast, other researchers indicate that formal sources are used and accepted more often by jobseekers because this information is regarded as considered to be more objective and reliable than the experience-based route (e.g., word-of-mouth). Some researchers suggest that employers should provide objective, hard information (confirmable information such as salary and location) and provide the message in the employer’s tone’ using company-controlled sources; thereby not to convey too much soft, experience-based information from employees. Only very limited research has considered the influences of receiver’s differences (individual differences) on the stimulus (content) and communications (source) as a moderator. The receivers’ differences could be the essential information that can be used to interpret the divergent findings in the literature. Psychologists have demonstrated that individual differences will influence personal values and will be translated into personal preferences. Decision-making research suggests that every decision-making process involves individuals’ decision habits and preferences. People tend to keep their decision habits and preferences throughout different decisions. Therefore, individual traits should be considered when seeking to understand how jobseekers evaluate information to make decisions. A well-known classification of individual differences that has been shown to affect decision-making preference is an individual’s decision-making style: maximisers (those who always try to find the best possible result and carefully evaluate all types of information from different sources) and satisficers (who aim for good-enough results and tend to save time resources). The present study aims to address the gap in the existing literature by exploring the possible reactions of different decision-making styles (maximiser vs. satisficer) in response to recruitment messages with different lengths, valences, forms and provider backgrounds that are provided from various sources. Study 1 and Study 2 are employed as groundwork studies to provide a deeper understanding of maximiser-style and satisficer-style retail-trade jobseekers’ traits. The results illustrate retail trade jobseekers’ job-information-seeking preferences and the relationship between an individual’s maximising tendency and other cognitive-based individual characteristics. The results suggest that employers should not exclude either maximiser-style or satisficer-style jobseekers because the current maximiser-style and satisficer-style employees demonstrated the same levels of job satisfaction with no particular group showed a higher or lower turnover intention. Based on the findings of Study 1 and Study 2, Chapter 5 starts with a scenario-based experiment (Study 3). This experiment assesses whether, when presented with a realistic job-information-searching scenario of receiving basic job information from a typical formal short job advertisement, maximisers and satisficers differ in their need for further information. It also explores whether further evaluation is required from informal information sources in relation to valence and tie strength. Study 3 leads to the reflection that staff ‘word-of-mouth’ (SWOM) messages were influential but could not be controlled by organisations. Study 4 expands the findings of Study 3 and tests whether employers can satisfy more maximiser-style and satisficer-style jobseekers’ information needs to encourage their perceived organisational attractiveness (OA) by providing more detailed formal job advertisement messages. The findings highlight that more details of hard information could effectively satisfy jobseekers’ information needs, even though a group of jobseekers still wanted to search for more experience-based information. However, the findings also show that more detailed messages only slightly increase maximisers’ perceived OA and do not increase satisficers’ perceived OA. By extending the findings of Study 3 and Study 4, three scenario-based experiments (Study 5.1, Study 5.2 and Study 5.3) are designed to test how employers can attract more maximiser-style and satisficer-style jobseekers by tailoring their recruitment messages. The results demonstrate that the SWOM-formed realistic job preview (RJP) messages with some negative information could best increase jobseekers’ perception of source credibility and OA. Furthermore, when maximisers and satisficers looked for different job positions they would perceive the source credibility differently if the background information of the information provider as different. A qualitative-based supplementary study (Study 6) is further conducted to delineate three issues that are not directly measured or not sufficiently clarified in the above-mentioned five studies. This complements Studies 3, 4 and 5 and theoretically enhances the understanding of how jobseekers refer to job recruitment messages and how they evaluate the job information. The results contribute to decision-making theory and social communication theory by demonstrating that the notion of maximisers and satisficers represents a significant and central individual trait in job-application information searching and decision-making in the retail trade. Furthermore, the findings suggest that an individual’s decision-making style is an influential moderator for the effectiveness of communication elements. This research also provides a fundamental basis for further studies to apply individual-differences in human resource management field.
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Bastos, Margareth Walsh. "The impact of performance feedback on work outcomes and intervening effects of self-esteem and source credibility." Thesis, Goldsmiths College (University of London), 1996. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.244060.
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