Ohanian's celebrity endorsers' credibility scale: evaluation and validation in the context of an emerging economy

Gaur, Sanjaya Singh; Tiwari, Shalini Pathak; Bathula, Hanoku

doi:10.1504/ijicbm.2012.045642

Cited by 4 publications

(1 citation statement)

References 23 publications

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“…This instrument’s use of bipolar adjectives fit very well with the intended design of our instrument. Additionally, Ohanian’s instrument has been applied to various contexts including an emerging economy [ 40 ], online, non-profit organization communication [ 41 ], online word-of-mouth in food blogs [ 42 ], and video media about agriculturalists [ 43 ]. The five sets of bipolar adjectives were measured on semantic differential scales.…”

Section: Methodsmentioning

confidence: 99%

Effects of Message Framing and Information Source on Consumers’ Attitudes toward an Amino Acid-Based Alternative Meat Curing System

Chambers

Baker

Leggette

et al. 2023

Foods

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Recently, meat scientists have developed an innovative amino acid-based alternative meat curing system (AAACS). However, consumer skepticism toward novel foods presents challenges regarding the acceptance of food innovations like the AAACS. Effective communication about this and other food technologies is critical. Our study was a 2 × 4 randomized factorial between-groups experiment that investigated how two peripheral cues—message frame and information source—impact attitudes toward the AAACS. We used Qualtrics to randomly assign participants to one of eight treatment groups. Each group viewed a different video about the AAACS. Then, all participants were asked about their attitudes toward the alternative meat curing system. Data were analyzed using a two-way multivariate analysis of variance (MANOVA). The two-way MANOVA determined concurrently the experimental effects of message frame and information source on information recall, trust, source expertise, source credibility, and anticipated consumption behavior. A significant MANOVA was followed up using Discriminant Function Analysis (DFA). A significant main effect was found for information source. The DFA revealed only one significant underlying function and that source expertise was the most powerful discriminating variable for information source.

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Section: Methodsmentioning

confidence: 99%

Effects of Message Framing and Information Source on Consumers’ Attitudes toward an Amino Acid-Based Alternative Meat Curing System

Chambers

Baker

Leggette

et al. 2023

Foods

View full text Add to dashboard Cite

show abstract

Voting with the Stars: Analyzing Partisan Engagement between Celebrities and Politicians in India

Mothilal

Mishra

Nishal

et al. 2022

Proc. ACM Hum.-Comput. Interact.

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Celebrity influencers are increasingly central to political discourse as they engage in, and get engaged with, on matters of electoral importance. In this paper, using Twitter data from 1432 sportspersons and entertainers and their engagement with the 1000 of the most followed ruling party and opposition politicians from India, we propose a new method to measure partisanship of celebrities along different modes of engagement. Our examination of polarization, through topical and retweet analyses, shows patterns related to both party incumbency and the level of internal organization. We find that the ruling BJP has been more effective than the opposition, the INC, in organized outreach to celebrities, by eschewing explicit party-based partisanship, and instead employing non-partisan narrative techniques, such as maintaining nationalism as the central theme in tweets. We find that while entertainers are equally engaged by both the ruling and opposition parties, sportspersons, who often enjoy a nationalist appeal by virtue of representing the country, tend to have a much more partisan relationship with the incumbent party.

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Socio-cultural impact of film celebrities on teenagers: an empirical study

Jain

Lata

Goyal

et al. 2015

IJICBM

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Ohanian's celebrity endorsers' credibility scale: evaluation and validation in the context of an emerging economy

Cited by 4 publications

References 23 publications

Effects of Message Framing and Information Source on Consumers’ Attitudes toward an Amino Acid-Based Alternative Meat Curing System

Effects of Message Framing and Information Source on Consumers’ Attitudes toward an Amino Acid-Based Alternative Meat Curing System

Voting with the Stars: Analyzing Partisan Engagement between Celebrities and Politicians in India

Socio-cultural impact of film celebrities on teenagers: an empirical study

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