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Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Source, message and medium?
T2 - The role of personal values in forming credibility perceptions of non-sponsored product review videos
AU - Alsaeed, Ghadeer
AU - Keeling, Kathy
AU - Sarantopoulos, Panagiotis
AU - Gadalla, Eman
PY - 2023/5/5
Y1 - 2023/5/5
N2 - PurposeThis paper aims to investigate an integrated, holistic assessment of the characteristics by which consumers judge non-sponsored product review video (PRV) source, message and medium components as credible, and how these are linked to personal values for a deeper understanding of multidimensional credibility assessments of PRVs.Design/methodology/approachEmploying a means-end approach, the authors draw on credibility theory and the persuasion knowledge model to analyse data from 21 in-depth semi-structured laddering interviews.FindingsFirst, the authors demonstrate distinctive contributions of the video modality towards PRV credibility assessments and the interplay between specific PRV characteristics, cognitive and socio-emotional consequences, and personal values in an ongoing process of credibility assessment. Second, high persuasion knowledge creates awareness of the potential phoniness of the market, revealing a dark side to PRV use even in non-sponsored PRV seemingly created and shared as an act of benevolent concern between consumers.Research limitations/implicationsThis paper focused on the credibility of non-sponsored PRVs, future studies might investigate motivations and attributes by which users judge sponsored reviews. Also, the roles of specific product categories and existing brand trust on PRVs credibility provide avenues for further research.Practical implicationsThis research offers practical implications for reviewers and brand managers to leverage the unique informational values of video by focusing on the interplay between credibility attributes and customer values.Originality/valueThis work advances credibility theory in the PRV context by examining how non-sponsored PRVs are evaluated as credible, by highlighting consumer persuasion knowledge and scepticism and including the holistic effects of the interplay between source, message and video format characteristics and by linking these to consumers’ goals and values.
AB - PurposeThis paper aims to investigate an integrated, holistic assessment of the characteristics by which consumers judge non-sponsored product review video (PRV) source, message and medium components as credible, and how these are linked to personal values for a deeper understanding of multidimensional credibility assessments of PRVs.Design/methodology/approachEmploying a means-end approach, the authors draw on credibility theory and the persuasion knowledge model to analyse data from 21 in-depth semi-structured laddering interviews.FindingsFirst, the authors demonstrate distinctive contributions of the video modality towards PRV credibility assessments and the interplay between specific PRV characteristics, cognitive and socio-emotional consequences, and personal values in an ongoing process of credibility assessment. Second, high persuasion knowledge creates awareness of the potential phoniness of the market, revealing a dark side to PRV use even in non-sponsored PRV seemingly created and shared as an act of benevolent concern between consumers.Research limitations/implicationsThis paper focused on the credibility of non-sponsored PRVs, future studies might investigate motivations and attributes by which users judge sponsored reviews. Also, the roles of specific product categories and existing brand trust on PRVs credibility provide avenues for further research.Practical implicationsThis research offers practical implications for reviewers and brand managers to leverage the unique informational values of video by focusing on the interplay between credibility attributes and customer values.Originality/valueThis work advances credibility theory in the PRV context by examining how non-sponsored PRVs are evaluated as credible, by highlighting consumer persuasion knowledge and scepticism and including the holistic effects of the interplay between source, message and video format characteristics and by linking these to consumers’ goals and values.
KW - User-generated content
KW - Product review videos
KW - Social media
KW - Source credibility
KW - Message credibility
KW - Personal values
KW - Persuasion knowledge
U2 - 10.1108/EJM-10-2021-0785
DO - 10.1108/EJM-10-2021-0785
M3 - Journal article
VL - 57
SP - 1272
EP - 1297
JO - European Journal of Marketing
JF - European Journal of Marketing
SN - 0309-0566
IS - 5
ER -