A Cross-Cultural Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions

Yoon, Kak; Kim, Choong Hyun; Kim, Min-Sun

doi:10.1207/s15327825mcs0103&4_3

Cited by 22 publications

(42 citation statements)

References 46 publications

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“…The positive influence of such associations on peer credibility has been reported [29]. In addition, we propose that picture cards may carry a symbolic value that enhances the sakhis’ source credibility , a concept developed by Hovland et al , among others, in which two primary components—the level of ‘expertise’ one is perceived to posses about a subject and the ‘trustworthiness’ and ‘reliability’ of an information source—influence listeners’ perceptions of a communicator [30–32]. We propose that, in a context such as this, successful programme implementation requires peers to strike a balance between factors that align them with their peer groups and those that differentiate them.…”

Section: Discussionmentioning

confidence: 96%

Community-based health programmes: role perceptions and experiences of female peer facilitators in Mumbai's urban slums

Alcock

Patil

et al. 2009

Health Education Research

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Community-based initiatives have become a popular approach to addressing the health needs of underserved populations, in both low- and higher-income countries. This article presents findings from a study of female peer facilitators involved in a community-based maternal and newborn health intervention in urban slum areas of Mumbai. Using qualitative methods we explore their role perceptions and experiences. Our findings focus on how the facilitators understand and enact their role in the community setting, how they negotiate relationships and health issues with peer groups, and the influence of credibility. We contextualize this within broader conceptualizations of peer-led health interventions and offer recommendations for similar community-based health initiatives.

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Section: Discussionmentioning

confidence: 96%

Community-based health programmes: role perceptions and experiences of female peer facilitators in Mumbai's urban slums

Alcock

Patil

et al. 2009

Health Education Research

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“…It is therefore assumed that endorser credibility is likely to be assessed when brand credibility perceptions are formed. Past studies on brand management found that endorser credibility has a positive effect on brand attitudes (Lafferty & Goldsmith, ) and brand beliefs (Yoon, Kim, & Kim, ). Recently, Spry, Pappu, and Cornwell () reported that highly credible endorsers transferred their credibility to the brands they endorse.…”

Section: Literature Reviewmentioning

confidence: 99%

Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement

Chung

Cho

2017

Psychology and Marketing

496

416

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The purpose of this study was to explore the underlying mechanisms through which the use of social media affects endorser effectiveness. Based on theories related to parasocial relationships, self‐disclosure, and celebrity endorsement, this study proposed a theoretical research model and empirically tested the model using online survey data collected from 400 Korean Wave fans in Singapore. The results showed that consumers’ parasocial interactions with celebrities though social media have a positive impact on celebrity endorsement. Specifically, we found that: (1) parasocial relationships mediated the relationships between social media interactions and source trustworthiness, (2) social media interactions influenced parasocial relationships via self‐disclosure; and (3) source trustworthiness had a positive effect on brand credibility, which, in turn, led to purchase intention. Implications for research and practice are discussed.

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“…In addition, research also shows that trustworthiness is an equally important part of source credibility (McGinnies & Ward, 1980), in particular when it comes to affecting evaluations of the brand (Yoon et al, 1998) and especially when affecting the brand in a social media context (Bilgihan, 2016;Colliander & Erlandsson, 2013;Laroche et al, 2012). This is key since Schroeder (2010) has demonstrated that a central aspect of the snapshot style is the appearance of authenticity, as the snapshots could seemingly have been taken by anyone.…”

Section: Snapshots and Credibilitymentioning

confidence: 99%

‘Snap happy’ brands: Increasing publicity effectiveness through a snapshot aesthetic when marketing a brand on Instagram

Colliander

Marder

2018

Computers in Human Behavior

102

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A Cross-Cultural Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions

Cited by 22 publications

References 46 publications

Community-based health programmes: role perceptions and experiences of female peer facilitators in Mumbai's urban slums

Community-based health programmes: role perceptions and experiences of female peer facilitators in Mumbai's urban slums

Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement

‘Snap happy’ brands: Increasing publicity effectiveness through a snapshot aesthetic when marketing a brand on Instagram

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