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Article
Publication date: 9 April 2020

Camelia Catharina Pasandaran and Nina Mutmainnah

The purpose of this paper is to test hypotheses on the effects of native advertising on young media consumers. First, it aims to discover whether the young audience…

Abstract

Purpose

The purpose of this paper is to test hypotheses on the effects of native advertising on young media consumers. First, it aims to discover whether the young audience activates news-based schema or advertising schema when exposed to different themes of native advertising. Second, this research tests whether there is a relationship between the theme of native advertising and the credibility of the media in which it is placed and the ability of young media consumers to recognize the advertising. Third, it attempts to seek a possible relationship between the recognition of native advertising and the credibility of the advertiser.

Design/methodology/approach

An experimental study was carried out using 186 university students in the greater Jakarta area whose ages ranged between 18 and 22 years. Participants were randomly assigned to six groups (2 × 3 experimental design) and asked to respond to a set of questions related to their awareness of native advertising. They were also asked their opinions on the advertiser’s credibility before and after they were told that the content was native advertising.

Findings

Results show that most of these young media consumers could not spot native advertising and have difficulties in recognizing political native advertising. The findings also point out a more profound decline in advertiser credibility among groups exposed to political native advertising compared to nonpolitical native advertising.

Research limitations/implications

Results show that most of these young media consumers could not spot native advertising and have difficulties in recognizing political native advertising. The findings also point out a more profound decline in advertiser credibility among groups exposed to political native advertising compared to non-political native advertising.

Originality/value

This research shows that the theme of the native advertising has a significant influence on the ability of media consumers to recognize native advertising. The results indicate that non-commercial native advertising is highly deceptive. This finding is valuable for the improvement of advertising regulation, especially on non-commercial native advertising.

Details

Young Consumers, vol. 21 no. 1
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 8 March 2019

Salla-Maaria Laaksonen, Alessio Falco, Mikko Salminen, Pekka Aula and Niklas Ravaja

This study investigates how media brand knowledge, defined as a structural feature of the message, influences emotional and attentional responses to, and memory of, news messages.

Abstract

Purpose

This study investigates how media brand knowledge, defined as a structural feature of the message, influences emotional and attentional responses to, and memory of, news messages.

Design/methodology/approach

Self-reports, facial electromyography (EMG) and electroencephalography were used as indices of emotional valence, arousal and attention in response to 42 news messages, which varied along the valence and involvement dimensions and were framed with different media brands varying along the familiarity and credibility dimensions.

Findings

Compared to the no-brand condition, news framed with brands elicited more attention. The memory tests indicated that strong media brands override the effect of involvement in information encoding, whereas details of news presented with Facebook were not well encoded. However, the headlines of news framed with Facebook were well retrieved. In addition, negative and high-involvement news elicited higher arousal ratings and corrugator EMG activity. News framed with familiar and high-credibility brands elicited higher arousal ratings.

Research limitations/implications

Relevant for both brand managers and audiences, the findings show that building credibility and familiarity both work as brand attributes to differentiate media brands and influence information processing.

Originality/value

The results highlight the importance of media brands in news reading: as a structural feature, the brand is used as a proxy to process the message content. The study contributes by investigating how the type of source influences the reception and encoding of the mediated information; by investigating the emotional effects of brands; and by confirming previous findings in media psychology literature.

Details

Journal of Product & Brand Management, vol. 28 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 23 June 2020

Ruobing Li, Michail Vafeiadis, Anli Xiao and Guolan Yang

Sponsored social media content is one of the advertising strategies that companies implement so that ads appear as native to the delivery platform without making consumers…

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1201

Abstract

Purpose

Sponsored social media content is one of the advertising strategies that companies implement so that ads appear as native to the delivery platform without making consumers feel that they are directly targeted. Hence, the current study examines whether prominently featuring corporate information on social media ads affects how consumers perceive them. It also investigates whether an ad's evaluation metrics on Twitter (e.g. number of likes/comments) influence its persuasiveness and consumers' behavioral intentions towards the sponsoring company. Underlying cognitive and affective mechanisms through which sponsored content operates are also investigated.

Design/methodology/approach

A 2 (corporate credibility: low vs high) by 2 (bandwagon cues: low vs high) between-subjects experiment was conducted.

Findings

The findings showed that corporate credibility and bandwagon cues can influence social media ad effectiveness. Sponsored content from high-credibility companies – evoked more favorable attitudes and behavioral intentions – is perceived as less intrusive, and elicits less anger than equivalent posts from low-credibility companies. Furthermore, it was found that bandwagon cues work via different pathways. For high-credibility corporations, a high number of bandwagon cues improved ad persuasiveness by mitigating consumers' anger towards intrusive sponsored content. Conversely, for low-credibility corporations high bandwagon cues enhanced ad persuasiveness, and this triggered more positive attitudes towards it.

Originality/value

This paper is the first to test corporate credibility and bandwagon effects in social media ads, while also exploring consumers' cognitive and affective responses to sponsored content. Implications for how companies with varying popularity levels should promote products on social media are discussed.

Details

Corporate Communications: An International Journal, vol. 25 no. 3
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 12 November 2018

Suliman Aladhadh, Xiuzhen Zhang and Mark Sanderson

Social media platforms provide a source of information about events. However, this information may not be credible, and the distance between an information source and the…

Abstract

Purpose

Social media platforms provide a source of information about events. However, this information may not be credible, and the distance between an information source and the event may impact on that credibility. Therefore, the purpose of this paper is to address an understanding of the relationship between sources, physical distance from that event and the impact on credibility in social media.

Design/methodology/approach

In this paper, the authors focus on the impact of location on the distribution of content sources (informativeness and source) for different events, and identify the semantic features of the sources and the content of different credibility levels.

Findings

The study found that source location impacts on the number of sources across different events. Location also impacts on the proportion of semantic features in social media content.

Research limitations/implications

This study illustrated the influence of location on credibility in social media. The study provided an overview of the relationship between content types including semantic features, the source and event locations. However, the authors will include the findings of this study to build the credibility model in the future research.

Practical implications

The results of this study provide a new understanding of reasons behind the overestimation problem in current credibility models when applied to different domains: such models need to be trained on data from the same place of event, as that can make the model more stable.

Originality/value

This study investigates several events – including crisis, politics and entertainment – with steady methodology. This gives new insights about the distribution of sources, credibility and other information types within and outside the country of an event. Also, this study used the power of location to find alternative approaches to assess credibility in social media.

Details

Online Information Review, vol. 43 no. 1
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 28 September 2010

Chung Joo Chung, Hyunjung Kim and Jang Hyun Kim

The purpose of this paper is to discover the primary components of credibility of three types of online newspapers and how the credibility of news differs by type.

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2822

Abstract

Purpose

The purpose of this paper is to discover the primary components of credibility of three types of online newspapers and how the credibility of news differs by type.

Design/methodology/approach

The paper participants were recruited at a large north‐eastern US university. All items of credibility scales were measured using seven‐point Likert‐type scales. For each of the three credibility scales, the mean was computed and the scales were analysed for similarities and differences. The scales were factor analysed to determine their underlying dimensions.

Findings

Three factors (expertise, trustworthiness, and attractiveness) were common to the three types, but the different factor structure of each type was identified. The result of multiple comparisons shows that the differences between all three types of online newspapers were significant. Also the summated scores of the mainstream type were the highest on most items. However, the summated score of the index type of online newspaper was the highest on attractiveness. Overall participants rated the independent type of online newspapers lowest in credibility.

Research limitations/implications

The limitations and implications of findings are examined in three dimensions: theoretical implications, implications for the online newspaper industry, and implications for strategic media use.

Originality/value

The paper divides online newspapers into three categories according to their characteristics: mainstream, independent, and index type. These three types of online newspapers were evaluated in terms of credibility structure, which made this study useful and unique.

Details

Online Information Review, vol. 34 no. 5
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 30 June 2021

Tung-Ching Lin, Shiu-Li Huang and Wei-Xing Liao

This study investigates factors that motivate social media users to retransmit rumors. We focus on everyday rumors rather than catastrophic rumors and develop a model of…

Abstract

Purpose

This study investigates factors that motivate social media users to retransmit rumors. We focus on everyday rumors rather than catastrophic rumors and develop a model of everyday rumor retransmission based on the uses and gratification theory, the rumor retransmission model, and the basic law of rumor.

Design/methodology/approach

An Internet survey is conducted to collect data and test the proposed model. This study’s hypotheses are tested through partial least squares regression analysis.

Findings

The results show that socializing, information seeking and status seeking increase the intention to retransmit rumors. Perceived rumor credibility has a moderating effect on the impacts of socializing and status seeking on retransmission intention.

Originality/value

Our research model provides a theoretical foundation for future studies that want to explore motivations or values that determine rumor-sharing intention on social media. The findings can help government agencies and businesses to manage rumor retransmission on social media.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 23 October 2020

Hamid Keshavarz

Social media pose serious challenges to information evaluation, which can make credibility evaluation more difficult compared to other information resources. As a result…

Abstract

Purpose

Social media pose serious challenges to information evaluation, which can make credibility evaluation more difficult compared to other information resources. As a result, this paper aims to explore related challenges and research directions to put forth a set of criteria practical for actual users in their decision-making.

Design/methodology/approach

Related literature in such disciplines as information, communication and media sciences were carefully searched and assessed. Once challenges and research directions were identified, a literature coding approach was considered to design a conceptual framework incorporating the main criteria used for evaluating information found from social media.

Findings

Some areas of consideration such as political concerns, health information, organizational issues and purchasing behavior are among the main challenges inevitable in evaluating current social media information. The relative importance of credibility criteria varies from study to study depending on factors such as the characteristics of the participants, the type of the source and the type of information.

Practical implications

A conceptual framework developed including four main dimensions of the information source, information presentation, information credibility and decision-related issues as a set of criteria useful for the decision-making of social media users when evaluating information.

Originality/value

The literature review and the conceptual framework incorporate a set of most important criteria for exploring the credibility evaluation of social media information, which are also useful for future related studies.

Details

Information Discovery and Delivery, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-6247

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Article
Publication date: 11 July 2018

Abhishek Dwivedi, Lester W. Johnson, Dean Charles Wilkie and Luciana De Araujo-Gil

The ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the…

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9043

Abstract

Purpose

The ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media consumer-based brand equity (CBBE).

Design/methodology/approach

This paper develops a model that outlines how emotional brand attachment with social media explains social media CBBE via shaping consumer perceptions of brand credibility and consumer satisfaction. An online survey of 340 Australian social media consumers provided data for empirical testing. The inclusion of multiple context-relevant covariates and use of a method-variance-adjusted data matrix, as well as an examination of an alternative model, adds robustness to the results.

Findings

The findings of this paper support the conceptual model, and the authors identify strong relationships between the focal variables. A phantom model analysis explicates specific indirect effects of emotional brand attachment on CBBE. The authors also find support for a fully mediated effect of emotional brand attachment on social media brand equity. Further, they broaden the nomological network of emotional brand attachment, outlining key outcomes.

Research limitations/implications

This paper offers a conceptual mechanism (a chain-of-effects) of how consumer emotional brand attachment with social media brands translates into social media CBBE. It also finds that a brand’s credibility as well as its ability to perform against consumer expectations (i.e. satisfaction) are equally effective in translating emotional brand attachment into social media CBBE.

Practical implications

Social media brands are constantly challenged by rapid change and ongoing criticism over such issues as data privacy. The implications from this paper suggest that managers should make investments in creating (reinforcing) emotional connections with social media consumers, as this will favorably impact CBBE by way of a relational mechanism, that is, via enhancing credibility and consumer satisfaction.

Social implications

Lately, social media in general has suffered from a crisis of trust in society. The enhanced credibility of social media brands resulting from consumers’ emotional attachments will potentially serve to enhance its acceptance as a credible form of media in society.

Originality/value

Social media platforms are often examined as brand-building platforms. This paper adopts a different perspective, examining social media platforms as brands per se and the effects of emotional attachments that consumers develop towards these. This paper offers valuable insights into how consumers’ emotional attachments drive vital brand judgments such as credibility and satisfaction, ultimately culminating into social media CBBE.

Details

European Journal of Marketing, vol. 53 no. 6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 6 August 2018

Xuebing Dong, Yaping Chang, Shichang Liang and Xiaojun Fan

The purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM).

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2532

Abstract

Purpose

The purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM).

Design/methodology/approach

The authors used an online experiment method to manipulate the online message stimuli level (online media synergy and online single media repetition).

Findings

The results revealed that participants exposed to message stimuli of online media synergy reported greater source credibility, cognitive responses (brand credibility and positive thoughts about the brand), attitude toward the brand and purchase intention. In online multimedia, source credibility influences attitude toward the brand through brand credibility and positive thoughts about the brand; in online single media repetition, source credibility influences attitude toward the brand through only brand credibility.

Research limitations/implications

In addition, the relationship between online media synergy and marketing outcomes might be moderated by consumers’ goals and thought patterns, and future research could further explore the moderating effects of these variables.

Practical implications

This study contributes to media synergy research, assists marketing planners in their understanding of the importance of online media synergy and serves as a reference for marketing planners considering an integrated online marketing plan.

Originality/value

The current study investigated how the synergy of OBM and OIM influences message persuasiveness for consumers (cognitive responses, attitude toward the brand and purchase intention).

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Article
Publication date: 4 October 2021

Ali Shabani and Hamid Keshavarz

Due to their unique characteristics in terms of information type, quantity and exchange, social media are regarded as a challenging information resource that makes…

Abstract

Purpose

Due to their unique characteristics in terms of information type, quantity and exchange, social media are regarded as a challenging information resource that makes credibility evaluation a more complicated behavior. This study aims to investigate the role of media literacy in the credibility evaluation of social media information among students as a major community of user groups.

Design/methodology/approach

The study tried to explore whether or not the three popular platforms of WhatsApp, Instagram and Telegram with their unique features, show a significant difference in the credibility evaluation among a sample of 150 students at the Shahid Beheshti University, Tehran, Iran. By administrating two validated measures related to the two main variables, data gathered were analyzed through the partial least-squares (PLS) method using the software SmartPLS.

Findings

Convergent and discriminant validities, as well as model fit indices, showed the reliability of the conceptual model at the 99% confidence level. Moreover, path analysis demonstrated that media literacy could affect all components of the credibility evaluation, except for currency evaluation. Overall, media literacy had less impact on evaluating information sources and information credibility compared to information presentation. Further analysis showed no significant difference in credibility evaluation with respect to the application used.

Originality/value

There appears a crucial need for the students to be skilled more in evaluating content and source without which their decision-making might be negatively affected.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

Keywords

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