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

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

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

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

How source credibility and message claims interact in determining advertising effectiveness

Credible endorsers are often used in advertisements. However, there is conflicting evidence on the role source credibility plays in persuasion. Early research found that source credibility affects persuasion when subjects pay attention to the communication. Other research indicates that a credible source enhances persuasion when people do not scrutinize the message claims carefully and thoroughly. This effect is opposite to what was indicated by early research. More recent research indicates that source credibility may affect persuasion when people scrutinize the message claims, but limits this effect to advertisements with certain type of claims (i.e., ambiguous or extreme claims). This dissertation proposes that source credibility might play a broader role during persuasion than suggested by the empirical literature. Source credibility may affect persuasion, at low levels of involvement, by serving as a peripheral cue. It may also affect persuasion, at high involvement, by serving as an argument or biasing elaboration. ^ Each of these possibilities was explored in an experiment using a 3 (source credibility) x 2 (type of claim) x 2 (levels of involvement) full factorial design. The sample consisted of 180 undergraduate students from a major southeastern University. ^ Results indicated that, at high levels of involvement, the credibility of the source affected persuasion. This effect was due to source credibility acting as an argument within the advertisement. This study did not find that source credibility affected persuasion by biasing elaboration, at high involvement, or by serving as a peripheral cue, at low involvement. ^

Influence of credibility, warnings, and source-monitoring questions on the misinformation effect.

Introduction. Erroneous answers in studies on the misinformation effect (ME) can be reduced in different ways. In some studies, ME was reduced by SM questions, warnings, or a low credibility of the source of post-event information (PEI). Results are inconsistent, however. Of course, a participant can deliberately decide to refrain from reporting a critical item only when the difference between the original event and the PEI is distinguishable in principle. We were interested in the question to what extent the influence of erroneous information on a central aspect of the original event can be reduced by different means applied singly or in combination. Method. With a 2 (credibility; high vs. low) x 2 (warning; present vs. absent) between subjects design and an additional control group that received neither misinformation nor a warning (N = 116), we examined the above-mentioned factors’ influence on the ME. Participants viewed a short video of a robbery. The critical item suggested in the PEI was that the victim was given a kick by the perpetrator (which he was actually not). The memory test consisted of a two-forced-choice recognition test followed by a SM test. Results. To our surprise, neither a main effect of erroneous PEI nor a main effect of credibility was found. The error rates for the critical item in the control group (50%) as well as in the high (65%) and low (52%) credibility condition without warning did not significantly differ. A warning about possible misleading information in the PEI significantly reduced the influence of misinformation in both credibility conditions by 32-37%. Using a SM question significantly reduced the error rate too, but only in the high credibility no warning condition. Conclusion and Future Research. Our results show that, contrary to a warning or the use of a SM question, low source credibility did not reduce the ME. The most striking finding was, however, the absence of a main effect of erroneous PEI. Due to the high error rate in the control group, we suspect that the wrong answers might have been caused either by the response format (recognition test) or by autosuggestion possibly promoted by the high schema-consistency of the critical item. First results of a post-study in which we used open-ended questions before the recognition test support the former assumption. Results of a replication of this study using open-ended questions prior to the recognition test will be available by June.

Taxonomy of nursing clinical credibility as described by nurses and physicians

Introduction: Nursing clinical credibility, a complex, abstract concept is rarely mentioned in the clinical setting, but is implicitly understood by nurses and physicians. The concept has neither been defined nor explored, despite its repeated use in literature. A review of the extant literature formed the basis for a concept analysis of nursing clinical credibility, which is currently under review for publication. ^ Methods: Using taxonomic analysis, findings of a descriptive qualitative research study in which registered nurses and physicians identified attributes of nursing clinical credibility as it applied to nurses in direct care roles in a hospital setting, formed the basis for development of taxonomies of nursing clinical credibility. A secondary review of literature was undertaken to verify congruence of the taxonomic domains with the work of previous researchers who studied credibility and source credibility. ^ Results: Three taxonomies of nursing clinical credibility emerged from the taxonomic analysis. Using an inductive approach, two separate taxonomies of nursing clinical credibility emerged; one was developed from the descriptions of nursing clinical credibility by registered nurses, and the other from physicians' descriptions of nursing clinical credibility. A third and final taxonomy reflects commonalities within both taxonomies. Three domains were consistent for both nurses and physicians: trustworthiness, expertise, and caring. The two disciplines differed in categories and emphases within the domains; however, both disciplines focused on the attributes of trustworthiness and caring, although physicians and nurses differed on components of expertise. ^ Discussion: Findings from this study of nursing clinical credibility concur with the work of previous researchers who identified trustworthiness and expertise as attributes of credibility and source credibility. Findings suggest however, that trustworthiness and expertise alone are not sufficient attributes of nursing clinical credibility. Caring emerged as an essential domain of nursing clinical credibility according to both nurses and physicians. ^ Products: Products of this research include a concept analysis, two discipline-specific taxonomies of nursing clinical credibility, a third final taxonomy, and a monograph that describes the development of the final taxonomy of nursing clinical credibility. ^

Rumors denials as persuasive messages: Effects of personal relevance, source, and message characteristics

Denial is a commonly used strategy to rebut a false rumor. However, there is a dearth of empirical research on the effectiveness of denials in combating rumors. Treating denials as persuasive messages, we conducted 3 laboratory-based simulation studies testing the overall effectiveness of denials in reducing belief and anxiety associated with an e-mail virus rumor. Under the framework of the elaboration likelihood model, we also tested the effects of denial message quality and source credibility, and the moderating effects of personal relevance. Overall, the results provided some support for the effectiveness of denials with strong arguments and an anxiety-alleviating tone in reducing rumor-related belief and anxiety. The effects of denial wording and source credibility were visible for participants who perceived high personal relevance of the topic. Limitations of the current research and future research directions are discussed.

Transmisiones deportivas como género mediático y periodístico: Análisis pragmático de las transmisiones colombianas de la Copa Mundial – Sudáfrica 2010

En este trabajo académico se presentan los resultados de un estudio cualitativo-pragmático de una muestra de las transmisiones la Copa del Mundo de fútbol de 2010 realizadas por la televisión abierta colombiana. Se argumenta que las transmisiones deportivas (dentro de las cuales las transmisiones de fútbol son las más extendidas) deben ser entendidas como un género mediático y periodístico específico y, por tanto, deben ser analizadas desde criterios diferentes a otros productos tradicionales de la comunicación masiva.

Jurors' responses to expert witness testimony: The effects of gender stereotypes

The present study investigated whether the impact of expert testimony was influenced by the congruency between the gender of the expert and the gender orientation of the case. Participants (N = 62) read a trial transcript involving a price-fixing allegation in either a male or female oriented domain. Within the case, the gender of the expert was manipulated. As predicted, the impact of the expert (e.g. damage awards) was greater when the gender of the expert and domain of the case were congruent as opposed to incongruent. Results also indicated that the impact of gender-domain congruency was particularly pronounced following group discussion. In addition, there was evidence that this effect was mediated through participants' evaluations of the expert witness.

Criticizing groups from the inside and the outside: An identity perspective on the intergroup sensitivity effect

Research on group criticism has demonstrated that criticisms are received less defensively when made by an ingroup member than when made by an outsider (the intergroup sensitivity effect). Three experiments tested the extent to which this effect is driven by social identity concerns or by judgments of how experienced the source of the criticism is. In Experiments I and 2, Australians who criticized Australia (ingroup critics) were met with less defensiveness than were foreigners who criticized Australia (outgroup critics), regardless of the amount of experience the foreigner had with Australia. Furthermore, the effects of speaker type on evaluations were mediated by perceptions of the extent to which the criticisms were intended to be constructive but not by perceptions of experience. Finally, Experiment 3 indicated that although experience does not help outgroup critics, a lack of experience can hurt ingroup critics. Recommendations are provided as to how people can reduce defensiveness when making group criticisms.

Comunicação de risco em saúde : a importância do eWOM

Os surtos de doenças infeciosas estão atualmente no topo das preocupações relacionadas com riscos de saúde, devido à grande capacidade de disseminação e difusão que as caracteriza e, não menos importante, por causa da eventual possibilidade de evolução dos surtos para o nível de pandemia. A nível global, os Governos e as organizações oficiais de saúde estão empenhados em criar planos para lidar com os riscos de saúde, de forma a mitigar e controlar os efeitos nefastos provocados pelas doenças infeciosas na população. O mundo mudou, devido às novas tecnologias, tornou-se globalmente digital. As pessoas, hoje, têm um novo estatuto, são atores sociais, unidos por laços sociais no seio das redes digitais, dentro das quais, têm acesso a uma vasta panóplia de informação - acerca de assuntos de saúde por exemplo, que flui livremente através da rede e diminui os limites entre o cidadão comum e os profissionais e os peritos acerca dos mais diversos temas. O utilizador atual de internet, é um "prosumer". A tecnologia permite-lhe pesquisar a informação que procura e, adicionalmente, compartilhar e comentar o resultado das suas pesquisas e da sua própria experiência pessoal. No contexto dos riscos de saúde, a comunicação é um elemento preponderante em qualquer estratégia de planeamento de risco. Por sua vez, a internet, os novos media digitais e as redes sociais online, são ferramentas postas à disposição dos consumidores, que lhes possibilitam a procura a partilha e o armazenamento de informação. Em virtude da importância que assume a comunicação nos cenários de crise, no âmbito deste trabalho, centraremos o foco da nossa atenção, nos fenómenos de comunicação, conhecidos por “passa-palavra” e “passa-palavra eletrónico” (WOM e WOM), revelando a sua influência na participação dos consumidores na dinâmica comportamental de partilha de eWOM, dentro do grupo restrito de cada indivíduo (eWOM dentro do grupo). Para produzir o nosso modelo concetual, usaram-se medidas adaptadas de outros construtos retirados da literatura, nomeadamente, “Credibilidade da fonte”; “Credibilidade de informação” e “eWOM Dentro do Grupo”.

You ain´t seen nothing yet. : Transparency’s (lack of) Effect on Source and Message Credibility

Transparency has been proposed to both change the way journalism is being produced and increase its credibility. However, little research has been conducted to assess the connection between transparency and credibility. This study utilizes an experimental setting (N=1320) to measure what impact transparency have on source and message credibility from the user perspective. The results reveals an almost absence of any transparency effect on both source and message credibility although some small significant effects could be observed primarily regarding internal hyperlinks, comments and contextual information. Although further research is desperately needed in this area the study suggest that transparency does not affect the credibility of journalism in the eyes of the contemporary audience and thus have limited appeal as a new norm in journalism.

Estime de soi et appropriation cognitive du feedback en contexte d’évaluation de potentiel : le rôle de la valence et de l’influence de la source

L’estime de soi joue un rôle central lorsqu’il est question de prédire les réactions des individus au feedback. En dépit de son influence indéniable sur les réactions des individus au feedback en contexte d’évaluation de potentiel, peu d’études se sont attardées aux facteurs pouvant en atténuer l’effet dans le cadre d’une telle démarche. Cette thèse vise à combler ce manque à travers deux articles empiriques répondant chacun à plusieurs objectifs de recherche. Dans cette optique, des données ont été amassées auprès de deux échantillons indépendants de candidats (étude 1, N = 111; étude 2, N = 153) ayant réalisé une évaluation de potentiel dans une firme-conseil spécialisée en psychologie industrielle. Le premier article vise à tester deux théories relatives à l’estime de soi s’affrontant lorsqu’il est question de prédire les réactions cognitives au feedback, la théorie de l’auto-valorisation et de l’auto-vérification. Pour mieux comprendre ce phénomène, l’influence de l’estime de soi et de la valence décisionnelle du feedback sur les deux composantes de l’appropriation cognitive du feedback en contexte d’évaluation, l’acceptation et la conscientisation, a été testé. Les résultats soutiennent les postulats de la théorie d’auto-valorisation lorsqu’il est question de prédire l’acceptation du feedback. En contrepartie, les résultats offrent peu de soutien à la théorie de l’auto-vérification dans la prédiction de la conscientisation à l’égard du feedback. Le second article vise à identifier des leviers modulables pour influencer favorablement les réactions des individus ayant une plus faible estime d’eux-mêmes. Pour ce faire, deux variables relatives à l’influence de la source ont été ciblées, la crédibilité perçue et les pratiques de confrontation constructive. Cet article comprend deux études, soit une première ayant pour objectif de valider un instrument mesurant la crédibilité perçue de la source et une seconde examinant les relations entre trois déterminants, soit l’estime de soi du candidat, la crédibilité perçue de la source et les pratiques de confrontation constructive, et deux réactions cognitives au feedback, l’acceptation et la conscientisation. Les analyses de la première étude font ressortir que l’échelle de crédibilité perçue présente des qualités psychométriques satisfaisantes et les résultats corroborent une structure unifactorielle. Les résultats de la seconde étude indiquent que les trois déterminants étudiés sont positivement reliés à l’acceptation et à la conscientisation. Les effets d’interaction significatifs font ressortir des conditions favorisant l’acceptation et la conscientisation chez les individus ayant une plus faible estime d’eux-mêmes. La crédibilité perçue atténue la relation entre l’estime de soi et l’acceptation alors que la confrontation constructive modère les relations entre l’estime de soi et, tant l’acceptation que la conscientisation. Enfin, la crédibilité perçue et la confrontation constructive interagissent dans la prédiction de la conscientisation, faisant ainsi ressortir l’importance d’établir sa crédibilité pour augmenter l’effet positif de la confrontation constructive. Les apports théorique et conceptuel de chacun des articles ainsi que les pistes d’intervention pratiques en découlant sont discutés séparément et repris dans une conclusion globale. Les retombées de cette thèse, tant sur le plan de la recherche que de l'intervention, sont également abordées dans cette dernière section.

Credibility on the Web

"La nature flexible et interactive d’Internet implique que de plus en plus de consommateurs l’utilisent en tant qu’outil d’information sur tous les sujets imaginables, qu’il s’agisse de trouver la meilleurs aubaine sur un billet d’avion, ou de se renseigner sur certains problèmes liés à leur santé. Cependant, une grande quantité de l’information disponible en ligne n’est pas impartiale. Certains sites web ne présentent qu’une vision des choses ou font la promotion des produits d’une seule entreprise. Les consommateurs sont plus habitués à évaluer le poid à attribuer à certains conseils ou autres formes d’informations dans un contexte différent. Une telle évaluation de la crédibilité d’une information devient plus difficile dans le monde virtuel où les indices du monde réel, de l’écrit ou de l’interaction face-à-face sont absents. Consumers International a développé une définition de la notion de « crédibilité de l’information retrouvée en ligne » et a établi une liste de critères pouvant l’évaluer. Entre les mois d’avril et juillet 2002, une équipe représentant 13 pays a visité 460 sites web destinés à fournir de l’information sur la santé, sur des produits financiers et sur les prix de voyages et de différents biens de consommation en utilisant ces critères. L’appréciation de ces données nous démontre que les consommateurs doivent faire preuve de prudence lorsqu’ils utilisent Internet comme source d’information. Afin de faire des choix éclairés sur la valeur à donner à une information retrouvée en ligne, les consommateurs doivent connaître ce qui suit : L’identité du propriétaire d’un site web, ses partenaires et publicitaires; La qualité de l’information fournie, incluant son actualité et sa clarté, l’identité des sources citées et l’autorité des individus donnant leur opinion; Si le contenu du site est contrôlé par des intérêts commerciaux, ou, s’il offre des liens, la nature de la relation avec le site visé; et Si on lui demandera de fournir des données personnelles, l’usage réservé à ces données et les mesures employées pour protéger ces données. Cette étude démontre que plusieurs sites ne fournissent pas suffisamment de détails dans ces domaines, ce qui risque d’exposer le consommateur à des informations inexactes, incomplètes ou même délibérément fausses. Les discours exagérés ou vagues de certains sites concernant leurs services ne fait qu’ajouter à la confusion. Ceci peut résulter en une perte de temps ou d’argent pour le consommateur, mais pour certaines catégories d’informations, comme les conseils visant la santé, le fait de se fier à de mauvais conseils peut avoir des conséquences beaucoup plus graves. Cette étude vise à aviser les consommateurs de toujours vérifier le contexte des sites avant de se fier aux informations qui s’y retrouvent. Elle demande aux entreprises d’adopter de meilleures pratiques commerciales et de fournir une information plus transparente afin d’accroître la confiance des consommateurs. Elle demande finalement aux gouvernements de contribuer à ce mouvement en assurant le respect des lois relatives à la consommation et des standards existants tant dans le monde réel que dans le monde virtuel."

Credible or not : A study on the factors influencing consumers' credibility assessment of product placements on Instagram

Background: To align with the new trend of using social media in the marketing mix, product placement has been adapted to social media platforms as one strategy to create attention. Especially on Instagram, product placements have gained popularity among companies. While scholars have focused on measuring the effectiveness of the strategy, suggesting that credibility is one component necessary for success, a gap in the research is illuminated when focusing on what makes a product placement on Instagram credible. Previous studies regarding credibility and its relation to traditional media have concluded that there are some factors essential in consumers’ credibility evaluation process. Since social media differs from traditional media, there was a need to investigate the applicability of credibility to the social media platform Instagram. Purpose: The purpose of this thesis was to examine key factors of product placement on Instagram that influence credibility. Method: To meet the purpose of this thesis a study with a mixed method research design was conducted. The qualitative data was collected through semi-structured interviews with the intention to discover how consumers evaluate credibility. The scales and items developed from the findings of the qualitative study were tested using a questionnaire to identify which factors that have the most influence on consumers’ credibility assessment. Conclusions: The overall findings indicate that consumers evaluate credibility based upon source, message and receiver characteristics. The empirical evidence suggests that the Expertise of influencer, Professionalism of picture, Trustworthiness of influencer, Connection to influencer and Causes of irritation are the factors that have the most influence on consumers’ credibility assessment of product placement on Instagram. The findings further implies that it is not only the factor itself that influence, credibility can additionally be transferred from one factor to another.

Caffeine As An Indicator Of Estrogenic Activity In Source Water.

Caffeine has already been used as an indicator of anthropogenic impacts, especially the ones related to the disposal of sewage in water bodies. In this work, the presence of caffeine has been correlated with the estrogenic activity of water samples measured using the BLYES assay. After testing 96 surface water samples, it was concluded that caffeine can be used to prioritize samples to be tested for estrogenic activity in water quality programs evaluating emerging contaminants with endocrine disruptor activity.