Measuring Trust In Advertising

Soh, Hyeonjin; Reid, Leonard N.; King, Karen Whitehill

doi:10.2753/joa0091-3367380206

Cited by 194 publications

(139 citation statements)

References 46 publications

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“…Both Soh et al (2009) and Huh & Shin (2012), compared credibility sources and reality sources in advertising, and they found that it concentrates on relationship characteristics involving the two interacting parties. Saparito et al (2004) indicated that the power and the degree of reality impact almost look like the difference between calculative and relational trust.…”

Section: Literature Reviewmentioning

confidence: 99%

The Trust of Viral Advertising Messages and Its Impact on Attitude and Behaviour Intentions of Consumers

Alsamydai¹

2016

IJMS

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The purpose of this paper is to contribute to the growing body of research on viral advertising messages which is based on viral marketing, while concentrating on trust of viral advertising messages and its effect on attitude and consumer behavior intention. To achieve the objectives of this study, we used marketing technology and techniques specific to viral marketing. The implementation of the study depended on a questionnaire (with 27 items) used to collect the required data from 305 customers. The information collected was based on a primary exploration study with the purpose of constructing and designing a study model. Six hypotheses were proposed based on literature related to viral marketing, viral advertising messages and behavior intention. The study model was divided into six dimensions. The first four was concerned with trust of viral advertising messages, the fifth with attitude and customer behavior intention, while the sixth focused on the correlation between components of the study model.Many descriptive statistical methods were used, e.g., one sample T-test, Pearson's Correlation for the statistical analysis. The indicated results accepted all six hypotheses (assumed for each dimension). Consequently, there was an impetus to achieve trust of viral advertising messages on all attitudes and customer behavior intention.Although this study was limited, it tried to use many factors to test trust effect of viral advertising messages on attitudes and consumer behavior intention. It is considered as an attempt that can be developed for future studies.

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Section: Literature Reviewmentioning

confidence: 99%

The Trust of Viral Advertising Messages and Its Impact on Attitude and Behaviour Intentions of Consumers

Alsamydai¹

2016

IJMS

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“…The 20 assembled CSR-related attributes were introduced in a matrix, with each attribute scored on a 7-point 'very important' to 'very unimportant'. Soh et al (2009) cited the research design of Churchill (1979) when developing a multidimensional scale for the construct of trust. Of interest was the protocol to develop valid measures, through procedures indicated by Gerbing and Anderson (1988).…”

Section: Methodsmentioning

confidence: 99%

Consumer Perception of CSR: Modeling Psychological Motivators

Mueller

2014

Corp Reputation Rev

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Scholars have called for more specific model development and a better defined process to predict the outcomes of Corporate Social Responsibility (CSR) activity. This paper builds on previous work in the field of CSR from a consumer perspective. Psychological dimensions related to consumer perception of CSR were explored through consumer survey data (N = 343) using exploratory factor analysis and structural model verification through confirmatory factor analysis. Three distinct latent variables entitled Public Image, Character and Value were identified in the model. Public Image proved to be the unique significant predictor related to perception of CSR. Differentiation among groups created a profile that indicated significant differences among consumers regarding political affiliations; employment status; if CSR was implemented at the consumers' place of employment; and between consumers who chose to volunteer at cause-related organizations, and those who did not. These results allow for a deeper insight into how CSR can be conducted and messaged among various population segments.

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“…However, when applied to practices such as astroturfing, we refer to the notion that trust is based on cognitive elements, as the operationalization of trust in the ADTRUST scale shows (Soh et al, 2009). Here, trust is composed of three factors: perception of reliability, affect toward advertising, and willingness to rely on advertising.…”

Section: Methodsmentioning

confidence: 99%

“…Here, trust is composed of three factors: perception of reliability, affect toward advertising, and willingness to rely on advertising. Following Kim and Chan-Olmsted (2005), we suggest that reliability perceptions are key when evaluating OPR; thus, we focus on trust as the perception of reliability, which includes the sub-dimensions of integrity and honesty (Soh et al, 2009). This scale consists of nine single-worded items measured on a 7-point Likert scale, which we adapted to the study's context by deleting one item ("complete"), because it did not fit the context of this study (see appendix C).…”

Section: Methodsmentioning

confidence: 99%

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The Consequences of Astroturf Lobbying for Trust and Authenticity. Findings and Implications from an Experiment

Lock

Seele

2017

CMR

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In contrast to authentic grassroots activism, in astroturfing, lobbyists sponsor an interest group that pretends to be a grassroots movement. In a vignette-based experiment, we investigate for the first time how astroturfing, compared to grassroots lobbying, reflects on stakeholders' perceptions of organizational trust and authenticity, how perceived frequency of the practices relates to them, and the associations they trigger. Our results indicate that stakeholders perceive an astroturfing organization as barely trustful and authentic, even less so if the practice is perceived as occurring more frequently. Astroturfing triggered negative associations of manipulation. Such perceptions damage organizations' trustful relationships with their publics.

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Measuring Trust In Advertising

Cited by 194 publications

References 46 publications

The Trust of Viral Advertising Messages and Its Impact on Attitude and Behaviour Intentions of Consumers

The Trust of Viral Advertising Messages and Its Impact on Attitude and Behaviour Intentions of Consumers

Consumer Perception of CSR: Modeling Psychological Motivators

The Consequences of Astroturf Lobbying for Trust and Authenticity. Findings and Implications from an Experiment

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