Source Credibility in Consumer-Generated Advertising in Youtube: The Moderating Role of Personality |
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| Authors: | Jin Kyun Lee Shu-Yueh Lee Sara Steffes Hansen |
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| Institution: | 1.School of Advertising & Public Relations,Hongik University,Sejong-si,South Korea;2.Department of Journalism, College of Letters and Science,University of Wisconsin Oshkosh,Oshkosh,USA |
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| Abstract: | 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. |
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