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Who is more credible? A branded expert or a likeable influencer? : the effect of appearance of a message and similarity between the message source and the viewer on source credibility and attitude towards the brand in informational online marketing videos on social media

Kamphuis, F. (2017) Who is more credible? A branded expert or a likeable influencer? : the effect of appearance of a message and similarity between the message source and the viewer on source credibility and attitude towards the brand in informational online marketing videos on social media.

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Abstract:Online informational videos are a very popular way of advertising on social media for brands. However, social media users feel intruded by ads from brands on social media and seem to prefer content that is authentic and not directly related to promotion of a brand. Therefore, brands try to create videos that contain value for social media users. Within this research, an informational video about the Instagram features ‘Stories’, that links to a blog on the website of an online marketing agency, is used to examine the effectiveness of such videos. Source credibility of the message source plays a role in the persuasiveness of these videos. This research examines the difference in perceived source credibility between a message source that is clearly related to a brand and a more authentic message source, that is not clearly related to a brand. The appearance of the message sources in four different informational online marketing videos created for social media are manipulated in terms of clothing and gender, in order to find out which message source influences source credibility, attitude towards the video and attitude towards the brand more. Results of the study indicate that that the effect of gender (of the message source and the viewer) and a branded or non-branded appearance of the message source on source credibility and attitude towards the brand are highly context dependent. The results also indicate that gender of the message source or gender of the viewer do not really influence source credibility when a gender-neutral topic such as Instagram Stories is discussed. Furthermore, the findings of this study show that source credibility has a positive effect on attitude towards the brand of the viewer. The outcomes of this study can help marketeers and video designers and developers in deciding what type of message source they should use for their online informational marketing videos for social media, in order to improve source credibility, attitude towards the brand and purchase intention.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74278
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