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Assessing source credibility on soci...

Hu, Xiao.

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Assessing source credibility on social media--- An electronic word-of-mouth communication perspective.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Assessing source credibility on social media--- An electronic word-of-mouth communication perspective./
作者:	Hu, Xiao.
面頁冊數:	249 p.
附註:	Source: Dissertation Abstracts International, Volume: 76-11(E), Section: A.
Contained By:	Dissertation Abstracts International76-11A(E).
標題:	Communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3710218
ISBN:	9781321860788

Assessing source credibility on social media--- An electronic word-of-mouth communication perspective.
Hu, Xiao.

Assessing source credibility on social media--- An electronic word-of-mouth communication perspective. - 249 p.

Source: Dissertation Abstracts International, Volume: 76-11(E), Section: A.

Thesis (Ph.D.)--Bowling Green State University, 2015.

This study aimed to discover, develop, and understand people's perception of others' credibility in the context of social media in marketing communication. In communication, how people perceive information source directly affects whether or not they accept information, which in turn affects the communication effect. In the offline world, word-of-mouth communication was believed to be extremely credible, therefore its commercial value has been explored since early last century. However, new technologies have expanded communication from offline to cyberspace. Electronic word-of-mouth communication (eWOM), based on social media, brought more variables to marketing communication, considering its communication magnitude. Thus, how people perceived different "hubs" (popular figures on social media), with the intervention of social media, became significant in marketing communication. Based on traditional measures of source credibility, the new tentative measures of source credibility on social media have been proposed. How the perceived source credibility on social media was affected by other factors, e.g., involvement in the Internet and Twitter, and different product settings, has also been examined in this study.

ISBN: 9781321860788Subjects--Topical Terms:

524709
Communication.

Assessing source credibility on social media--- An electronic word-of-mouth communication perspective.
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245 1 0 $a Assessing source credibility on social media--- An electronic word-of-mouth communication perspective.
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500 $a Source: Dissertation Abstracts International, Volume: 76-11(E), Section: A.
500 $a Adviser: Louisa Ha.
502 $a Thesis (Ph.D.)--Bowling Green State University, 2015.
520 $a This study aimed to discover, develop, and understand people's perception of others' credibility in the context of social media in marketing communication. In communication, how people perceive information source directly affects whether or not they accept information, which in turn affects the communication effect. In the offline world, word-of-mouth communication was believed to be extremely credible, therefore its commercial value has been explored since early last century. However, new technologies have expanded communication from offline to cyberspace. Electronic word-of-mouth communication (eWOM), based on social media, brought more variables to marketing communication, considering its communication magnitude. Thus, how people perceived different "hubs" (popular figures on social media), with the intervention of social media, became significant in marketing communication. Based on traditional measures of source credibility, the new tentative measures of source credibility on social media have been proposed. How the perceived source credibility on social media was affected by other factors, e.g., involvement in the Internet and Twitter, and different product settings, has also been examined in this study.
520 $a To validate the tentative new measures of source credibility on social media and test the proposed hypotheses, an online survey in a mid-sized university was conducted to collect data. Structural equation model was employed to analyze data. The results showed that source credibility on social media was a mixed second-order construct. Individual source credibility and brand source credibility included six dimensions------competence, trustworthiness, social tie, attractiveness (attribute for brand source credibility), dynamism, and technology affordance. Although they were all comprised of six dimensions, individual source credibility and brand source credibility had different indicators for each dimension. News organization source credibility was proved to be a five-dimension construct, which embraced competence, trustworthiness, social tie, dynamism, and technology affordance dimensions.
520 $a Both Internet and Twitter involvement had positive relationship with perceived source credibility on social media. However, Twitter involvement accounted for, but not all of, the relationship between Internet involvement and perceived credibility. Self-esteem was found having a positive relationship with news organizations and brand source credibility, but there was no relationship between self-esteem and individual source credibility.
520 $a On Twitter, family and friends were the most credible sources for people to get information when they needed to make a purchase decision. News organizations and brands were the second and third credible sources; while politicians on Twitter were the least credible sources. Additionally, product type did affect people's perceived credibility. When considering different types of products, the perceived credibility of the same source often changed. For example, when people were not confident to make a purchase decision, the perceived credibility of entertainment stars was higher when they needed to buy an inexpensive item than an expensive item. However, regardless of the product settings, family and friends were always the most credible sources and politicians were the least credible sources on Twitter.
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