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

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

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-gener...

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Veröffentlicht in:Current psychology (New Brunswick, N.J.) N.J.), 2017-12, Vol.36 (4), p.849-860
Hauptverfasser: Lee, Jin Kyun, Lee, Shu-Yueh, Hansen, Sara Steffes
Format: Artikel
Sprache:eng
Schlagworte:
Advertising
Behavioral Science and Psychology
Consumer behavior
Consumers
Credibility
Internet videos
Methods
Personality
Psychological aspects
Psychology
Social Sciences
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container_title Current psychology (New Brunswick, N.J.)
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creator Lee, Jin Kyun
Lee, Shu-Yueh
Hansen, Sara Steffes
description 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.
doi_str_mv 10.1007/s12144-016-9474-7
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subjects Advertising
Behavioral Science and Psychology
Consumer behavior
Consumers
Credibility
Internet videos
Methods
Personality
Psychological aspects
Psychology
Social Sciences
title Source Credibility in Consumer-Generated Advertising in Youtube: The Moderating Role of Personality
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