Company spokesperson vs. customer testimonial: Investigating quoted spokesperson credibility and impact in business-to-business communication

Autor:	Lynne M. Sallot, Pauline Howes
Rok vydání:	2013
Předmět:	Marketing Organizational Behavior and Human Resource Management business.industry Communication Source credibility Context (language use) Advertising Testimonial Business-to-business Public relations Product (business) Trustworthiness Political science Credibility business Business communication
Zdroj:	Public Relations Review. 39:207-212
ISSN:	0363-8111
DOI:	10.1016/j.pubrev.2013.04.002
Popis:	Through the framework of source credibility, this study examines the impact of quoting a company executive versus a customer testimonial in a business communication context. A 2 (spokesperson) × 7 (media channel) full factorial experiment ( N = 514) showed partial support for enhanced perceived credibility of information conveyed by a customer testimonial compared to a company spokesperson in independent and controlled media channels online. When evaluated through a measure of media credibility, a customer spokesperson rates higher than a company spokesperson. In addition, a product is viewed more positively by an audience receiving information quoting a customer spokesperson rather than a company spokesperson. An audience with low business expertise considers both types of spokespersons as more trustworthy than a high-expertise audience; however, a customer is considered more trustworthy than a company spokesperson. The study provides public relations professionals with insight in determining the use of spokespersons when communicating to businesspeople.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::fdb8a00e158d4494568c58f394f343cc https://doi.org/10.1016/j.pubrev.2013.04.002 Zobrazit plný text záznamu Full Text from ScienceDirect