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What makes your message credible?: A descriptive study on the effect of source credibility on message credibility.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
What makes your message credible? : A descriptive study on the effect of source credibility on message credibility. (English)
Abstract [en]

Message credibility is a commonly used term to indicate how well the recipients approve the message. Source credibility, on the other hand is a “communicator's positive characteristics that affect the receiver's acceptance of a message” (Ohanian, 1990, pp 41). It has been stated that an effect is apparent between the two, therefore the purpose of this study is to describe the effect of source credibility characteristics; trustworthiness, expertise and attractiveness on message credibility. The study utilized a quantitative research approach in order to describe the effect between the concepts. The researchers used a Likert-scale online questionnaire as the data collection method. The findings of this research suggest that all of the characteristics within the source credibility model are proven to have a significant and positive effect on the message credibility.

Place, publisher, year, edition, pages
2019. , p. 61
Keywords [en]
message credibility, source credibility, credibility
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-85357OAI: oai:DiVA.org:lnu-85357DiVA, id: diva2:1324837
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2019-06-18 Created: 2019-06-14 Last updated: 2019-06-18Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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