scholarly journals Can You Believe it? An Investigation into the Impact of Retraction Source Credibility on the Continued Influence Effect

2020 ◽  
Author(s):  
Ullrich K. H. Ecker ◽  
Luke Antonio
Keyword(s):  
Source Credibility ◽  
Source Expertise ◽  
Influence Effect ◽  
The Impact

The continued influence effect refers to the finding that people often continue to rely on misinformation in their reasoning even if the information has been retracted. The present study aimed to investigate the extent to which the effectiveness of a retraction is determined by its credibility. In particular, we aimed to scrutinize previous findings suggesting that perceived trustworthiness but not perceived expertise of the retraction source determines a retraction’s effectiveness, and that continued influence arises only if a retraction is not believed. In two experiments, we found that indeed source trustworthiness but not source expertise influences retraction effectiveness, with retractions from low-trustworthiness sources entirely ineffective. We also found that retraction belief is indeed a predictor of continued reliance on misinformation, but that substantial continued influence effects can still occur with retractions designed to be and rated as highly credible.

scholarly journals eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

2021 ◽  
Vol 16 (5) ◽  
pp. 1612-1630
Author(s):  
Salvador Bueno ◽  
M. Dolores Gallego
Keyword(s):  
Least Squares ◽  
Partial Least Squares ◽  
Purchase Intention ◽  
Structural Equation ◽  
Source Credibility ◽  
Positive Impact ◽  
Equation Modeling ◽  
Research Model ◽  
Argument Quality ◽  
The Impact

This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam

2021 ◽  
Vol 11 (2) ◽  
pp. 81-96
Author(s):  
Pham Minh ◽  
Dang Thao Yen ◽  
Ngo Thi Huong Quynh ◽  
Hoang Thi Hong Yen ◽  
Tran Thi Thanh Nga ◽  
...  
Keyword(s):  
Technology Acceptance ◽  
Source Credibility ◽  
Sem Analysis ◽  
Ease Of Use ◽  
Influential Factor ◽  
Purchasing Behavior ◽  
Human Beings ◽  
Perceived Ease Of Use ◽  
Tam Model ◽  
The Impact

Today, the development of the Internet and social networks has changed the lives of human beings. The ability of these technologies to connect people in real-time expands the influence of some people in the community. Therefore, this study is conducted to test whether customers change purchasing behavior in online environments under the impact of those influencers by using Technology Acceptance Model (TAM). The study conducted a survey of 503 Vietnameses on Google Form from November 2020 to mid-January 2021. The collected data were analyzed using AMOS 24 with CB-SEM analysis method. The results showed a positive relationship between influencers and customers’ online purchasing behavior. More specifically, customers are more likely to buy online if they trust influencers and their advertisements. This is the most influential factor among the three influencer traits (as source credibility): trustworthiness, expertise, and attractiveness. A remarkable point in this study is that Vietnamese people are more concerned with perceived ease of use when buying online than other factors in the TAM model. This is the basis for businesses to implement influencer marketing strategies and improve the competitiveness of their online business.

New product announcement: spokesperson a manifestation of increasing firm value

2018 ◽  
Vol 13 (6) ◽  
pp. 1635-1655
Author(s):  
Bikram Jit Singh Mann ◽  
Sonia Babbar
Keyword(s):  
Event Study ◽  
Firm Value ◽  
Source Credibility ◽  
Shareholder Value ◽  
Abnormal Returns ◽  
New Product ◽  
Content Type ◽  
Study Methodology ◽  
The Impact

Purpose Before introducing new products, companies make announcements regarding the launch of the product which influences stock market yields of the announcing companies. Information content of the new product announcement has never been an exclusive focused stream of research. Therefore, an assessment of the impact of the content characteristics of the new product announcement on the shareholder value and the impact of source credibility (spokesperson) in making such announcements is a major gap in the existing literature. The paper aims to discuss these issues. Design/methodology/approach First, the standard event study methodology has been employed on the sample to measure the abnormal gains/losses accruing to the announcing firms. Second, moderated regression analysis (MRA) is employed to identify the characteristics of the new product announcement and to check the role of the spokesperson in creating shareholder value. Findings The results of the event study indicate that the abnormal returns are generated during the new product announcement. The results of MRA disclose the variables having a positive and a significant influence on the effective returns of the announcing companies. Likewise, the role of the spokesperson has come out brightly as a credible communicator. Originality/value The research provides a direction to the announcing companies regarding the content of the announcement leading to a positive perception among the investing community. Likewise, it also provides direction to the investor community about the characteristics of the announcement content they give weight age in forming a perception of strength in evaluating the new product announcement, to which they are largely unaware.

If Childish Gambino Cares, I Care: Celebrity Endorsements and Psychological Reactance to Social Marketing Messages

2020 ◽  
Vol 26 (2) ◽  
pp. 80-92
Author(s):  
Stephanie Schartel Dunn ◽  
Gwendelyn Nisbett
Keyword(s):  
Behavior Change ◽  
Social Marketing ◽  
Behavioral Intentions ◽  
Source Credibility ◽  
Psychological Reactance ◽  
Heuristic Evaluation ◽  
Persuasive Messages ◽  
Message Source ◽  
Positive Message ◽  
The Impact

Background: Increasingly, celebrities are used as spokespeople for nearly all types of marketing. Endorsements can build positive celebrity-brand associations, resulting in favorable brand, product, or issue knowledge. Focus of the Article: This project examines the impact of celebrity influence in social marketing campaigns. Source and receiver characteristics are used to explore how people react to such persuasive messages from celebrities and how those reactions influence behavior. Research Question: Do race (RQ1) and gender (RQ2) of celebrity influence perceptions of (a) credibility, (b) similarity, and (c) heuristic evaluation? How do these factors influence message evaluation (RQ3)? Perceptions of (a) source credibility and (b) similarity as well as (c) heuristic evaluations will increase positive message evaluations (H1). Such positive message evaluations will increase behavioral intentions (H4). Level of (a) perceived source credibility, (b) perceived similarity, and (c) heuristic evaluation of a message is negatively related to message reactance (H2). The level of psychological reactance to a message source is negatively related to behavioral intent related to the message topic (H3). Importance to the Social Marketing Field: The objective of this study is to better understand how characteristics of celebrities, perceptions of the celebrities, and psychological barriers impact intended behavior change attributed to a social marketing message. Because social marketing seeks behavior change as part of an exchange with the targeted audiences, this study contributes a basic understanding of how attributes of the speaker impact social marketing effectiveness. Methods: An experiment was conducted ( N = 798) comparing how persuasive messages from celebrities of different genders and races are perceived. Results: Results indicate that there are significant differences in how persuasive messages from female celebrities are received as compared to messages from male celebrities. Further, race was shown to play a role in feelings of psychological reactance in response to the persuasive messages. Recommendations for Research of Practice: Results suggests marketers should seek out celebrity spokespeople who have the ability to be well-liked by members of the targeted market. The desire to identify with the message source can be a significant enough benefit to inspire behavior change. Having a spokesperson the audience wants to align themselves with is positively correlated with behavioral intentions.

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