The Detailed Criteria of Source Credibility in the Social Media: Focused on the Beauty YouTuber

2019 ◽  
Vol 30 (6) ◽  
pp. 75-95
Author(s):  
Haeryn Lee ◽  
Mi Hyun Yang ◽  
Jihee Choi ◽  
Daeun Kim ◽  
Su Yeon Jang
Keyword(s):  
Social Media ◽  
Source Credibility ◽  
The Social

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.

scholarly journals INTERNET CELEBRITIES: HOW THEY AFFECT THE PURCHASE INTENTION OF GENERATION Y IN CYBERSPACE?

2020 ◽  
Vol 5 (19) ◽  
pp. 51-59
Author(s):  
Ying San Lim ◽  
Tuan Hock Ng ◽  
Yi Shin Hng
Keyword(s):  
Social Media ◽  
Generation Y ◽  
Purchase Intention ◽  
Rating Scales ◽  
Source Credibility ◽  
Online Questionnaire ◽  
The Social ◽  
Research Findings ◽  
Media Platform ◽  
Use Of Social Media

The use of social media had created a group of ordinary people who actively share their life and experiences on the social media platform. When this group of people received more and more “likes” from the audiences, they are being named as Internet celebrities. Internet celebrities who are having many followers had created the opportunity for the businesspeople to engage them in promoting and selling the products. However, despite the growth of social media and the use of social media by businesspeople, there are not many studies on internet celebrities that affecting the purchase intention among the customers in Malaysia. Hence, the problem statement of this study is to investigate the characteristic affecting internet celebrities that will affect the purchase intention of the consumers. The research had been done by collecting feedback from 200 respondents from Generation Y. An online questionnaire with 5-Likert rating scales is used to collect the data. Convenient sampling techniques were used to collect the data. The result of the study indicated that source credibility and video characteristic are the most important factors in influencing purchase intention, however, physical attractiveness and interactivity are not going to influence purchase intention. This gives an insightful thought to marketers to request internet celebrities to produce more quality videos to attract viewer attention. In terms of source credibility, marketers need to find Internet celebrities who have a more credible image to sell the company products. The justifications for the rejected hypotheses were discussed in detail in the study. The research findings of this study give marketers and academics insightful thoughts on how Internet celebrities can influence the purchase intention of Generation Y today.

scholarly journals The Conceptual Framework Modelling the Causality Effect Between Instafamous Credibility and Entrepreneur Action

2021 ◽  
Vol 2 (3) ◽  
pp. 49-55
Author(s):  
Erina Ismail ◽  
Mutia Sobihah Abd Halim
Keyword(s):  
Social Media ◽  
Conceptual Framework ◽  
Source Credibility ◽  
Causal Effect ◽  
Social Media Platform ◽  
Complex Process ◽  
The Social ◽  
Media Platform ◽  
Entrepreneurial Action ◽  
The Impact

This paper aims to present a conceptual framework of causal effect between instafamous credibility on the entrepreneurial action among the university’s students who are an Instagram user. The conceptual framework was developed by a literature review of the social media influencer’s credibility construct i.e., the trustworthiness, expertise, and attractiveness and the entrepreneurial behavior (action). The understanding and predicting entrepreneur action are vital because it is understandable that becoming an entrepreneur is quite a complex process of planned behavior to endure by the student. It is, therefore, an opportunity for the stakeholders to explore the benefit of the advancement of social media platform, specifically the Instagram to develop an Instapreneur. The entrepreneur action and source credibility framework will allow us to better understand the impact of various business emergence and identifying what and how it emerges.

Knowledge Contribution in Organizations via Social Media

2017 ◽  
Vol 16 (1) ◽  
pp. 12-24 ◽  
Author(s):  
Nicole Behringer ◽  
Kai Sassenberg ◽  
Annika Scholl
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Knowledge Exchange ◽  
Expectancy Theory ◽  
Perceived Usefulness ◽  
Abstract Knowledge ◽  
The Social ◽  
Willingness To Contribute ◽  
Social Media Tool

Abstract. Knowledge exchange via social media is crucial for organizational success. Yet, many employees only read others’ contributions without actively contributing their knowledge. We thus examined predictors of the willingness to contribute knowledge. Applying social identity theory and expectancy theory to knowledge exchange, we investigated the interplay of users’ identification with their organization and perceived usefulness of a social media tool. In two studies, identification facilitated users’ willingness to contribute knowledge – provided that the social media tool seemed useful (vs. not-useful). Interestingly, identification also raised the importance of acquiring knowledge collectively, which could in turn compensate for low usefulness of the tool. Hence, considering both social and media factors is crucial to enhance employees’ willingness to share knowledge via social media.

Hacking in to the social media network of bacteria: The antiquorum sensing properties of herbs and spices

Planta Medica ◽  
2016 ◽  
Vol 81 (S 01) ◽  
pp. S1-S381 ◽  
Author(s):  
S Cosa ◽  
AM Viljoen ◽  
SK Chaudhary ◽  
W Chen
Keyword(s):  
Social Media ◽  
Sensing Properties ◽  
The Social ◽  
Social Media Network ◽  
Herbs And Spices

Technologies Disability and Inclusion

2018 ◽  
Author(s):  
Tomas Brusell
Keyword(s):  
Social Media ◽  
Augmented Reality ◽  
Information And Communication Technologies ◽  
Future Development ◽  
Smart Cities ◽  
Communication Technologies ◽  
Modern Technology ◽  
The Social ◽  
The Disabled ◽  
Information And Communication

When modern technology permeates every corner of life, there are ignited more and more hopes among the disabled to be compensated for the loss of mobility and participation in normal life, and with Information and Communication Technologies (ICT), Exoskeleton Technologies and truly hands free technologies (HMI), it's possible for the disabled to be included in the social and pedagogic spheres, especially via computers and smartphones with social media apps and digital instruments for Augmented Reality (AR) .In this paper a nouvel HMI technology is presented with relevance for the inclusion of disabled in every day life with specific focus on the future development of "smart cities" and "smart homes".

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