Source Credibility in Consumer-Generated Advertising in Youtube: The Moderating Role of Personality

Lee, Jin Kyun; Lee, Shu-Yueh; Hansen, Sara Steffes

doi:10.1007/s12144-016-9474-7

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Source Credibility in Consumer-Generated Advertising in Youtube: The Moderating Role of Personality

Lee, Jin Kyun;
Lee, Shu-Yueh;
Hansen, Sara Steffes

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WEB OF SCIENCE

23

Citations

SCOPUS

27

초록

This research investigates the effects of the big five consumer personality traits on perceptions of source credibility related to consumer-generated advertising (CGA). An online experiment with 175 participants was conducted with viewing of a YouTube video in which source credibility (as firm-generated or consumer-generated) was manipulated. Findings show participants viewed CGA as more credible than firm-generated advertising. CGA positively influenced attitudes toward the ad and brand for consumers with low openness, and positively influenced opinion giving for consumers with high extraversion and low neuroticism. Also, a significant main effect of neuroticism was found. Theoretical and practical implications, and suggestions for future research are discussed.

키워드

Consumer-generated advertising; Source credibility; Personality traits; Advertising; Social media; SOCIAL NETWORKING SITES; WORD-OF-MOUTH; SELF-PRESENTATION; 5-FACTOR MODEL; YOUNG-ADULTS; FACEBOOK USE; MESSAGES; MEDIA; ADS; BEHAVIORS

제목: Source Credibility in Consumer-Generated Advertising in Youtube: The Moderating Role of Personality

저자: Lee, Jin Kyun; Lee, Shu-Yueh; Hansen, Sara Steffes

DOI: 10.1007/s12144-016-9474-7

발행일: 2017-12

유형: Article

저널명: Current Psychology

권: 36

호: 4

페이지: 849 ~ 860