University of Twente Student Theses
The Impact of Social Proof and Authority on Ad Credibility, Purchase Intention, and Brand Trust in B2B advertising.
Rikmanspoel, Chris (2025) The Impact of Social Proof and Authority on Ad Credibility, Purchase Intention, and Brand Trust in B2B advertising.
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| Abstract: | This study explores the effectiveness of persuasion principles—specifically social proof and authority—in a business-to-business (B2B) context, where little research has been done. Using a 2x2 experimental design, participants were randomly shown one of four advertisements: a control ad, an ad with social proof, one with authority, or one combining both. They then rated ad credibility, brand trust, and purchase intention. Manipulation checks ensured correct perception of the persuasive elements, and data was analyzed using linear regression and mediation analysis. The results showed that authority significantly increased both ad credibility and brand trust, while social proof had no significant effects. Furthermore, ad credibility mediated the link between authority and brand trust. These findings suggest that authoritative messaging can improve B2B advertising effectiveness and highlight the importance of further research in this area. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/106175 |
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