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ADVERTISING CREDIBILITY ACROSS DIFFERENT MEDIA CHANNELS

Year 2016, Volume: 2 Issue: 4, 126 - 129, 22.04.2016
https://doi.org/10.18769/ijasos.38812

Abstract

In the field of communication, researchers are primarily interested in finding out about people’s choices of media such as television, newspapers, magazines, online news, etc. Perceptions of the reliability and trustworthiness may be significantly affected by the selection of information sources and credibility can be suggested as one of the factors driving the traffic of individuals to certain media. The concept of credibility is not new and has been studied in the ancient Greece – how the speakers persuade audience members. However, studies of the credibility of mass media began interesting in times when the rising number of people started turning to radio for news instead of newspapers. Another change was brought by television and in the last decade of the 20th century, rise of the Internet has led to recent credibility studies comparing traditional sources with this emerging medium.

The purpose of this paper is to examine the differences in advertising credibility perception across different media channels – television, newspapers and the Internet and determine if the medium of delivery has an impact on credibility assessment of advertising. The results showed overall moderate credibility of all the media but newspapers have shown the highest overall credibility, followed by the Internet and television, respectively. Advertising credibility was higher in traditional media than in the Internet. Negative attitudes were the highest in the online channels and the most credible advertising channel was the television. The results indicated there is no relationship between the medium credibility and credibility of advertising. Communication to audiences requires an exploration of trustworthiness in order to formulate correct strategies. By recognizing the credibility of the advertisements and the media in which they are placed, the findings can be considered for attracting audiences.

Keywords: Advertising, credibility, media.  

References

  • Ambler, T., & Hollier, E. (2004). The Waste in Advertising Is the Part That Works. Journal of Advertising Research, 44(4), 375-389.
  • Blackshaw, P. (2008). The six drivers of brand credibility. Marketing Management, 17(3), pp. 51-54.
  • Chandler, R. C. (2013). Director’s Update: The Importance of Trust and Credibility in a Cynical and Skeptical Society. Retrieved from http://communication.cos.ucf.edu/june13-directors-update-2/
  • Hilligoss, B. & Soo Yung, R. (2008). Developing a unifying framework of credibility assessment: Construct, heuristics, and interaction in context. Information Processing & Management, 2008, 44 (4), pp. 1471-1479.
  • Indu, R. & Jagathy R. V. P. (2012). Developing a Theoretical Framework for a Study on the Impact of Advertising Credibility of Consumer Healthcare Products. European Journal of Commerce and Management Research, 1(1). pp. 14-24.
  • Mehta, A., & Purvis, S. C. (1995, May). When attitudes towards advertising in general influence advertising success. In Conference of the American Academy of Advertising. Waco, TX: Baylor University, Norfolk, VA.
  • O'Keefe, D. J. (1990). Persuasion: Theory and Research. Newbury Park, CA: Sage.
  • Savolainen, R. Media credibility and cognitive authority. The case of seeking orienting information. Retrieved from http://InformationR.net/ir/12-3/paper319.html
  • Scott B. M. & Lutz R. J. (1989). An Empirical Examination of Attitude Toward the Ad in an Advertising Pretest Context. Journal of Marketing, 53, pp. 48-65.
  • Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the Web. Journal of the American society for information science and technology, 53 (2), pp. 131-145.
Year 2016, Volume: 2 Issue: 4, 126 - 129, 22.04.2016
https://doi.org/10.18769/ijasos.38812

Abstract

References

  • Ambler, T., & Hollier, E. (2004). The Waste in Advertising Is the Part That Works. Journal of Advertising Research, 44(4), 375-389.
  • Blackshaw, P. (2008). The six drivers of brand credibility. Marketing Management, 17(3), pp. 51-54.
  • Chandler, R. C. (2013). Director’s Update: The Importance of Trust and Credibility in a Cynical and Skeptical Society. Retrieved from http://communication.cos.ucf.edu/june13-directors-update-2/
  • Hilligoss, B. & Soo Yung, R. (2008). Developing a unifying framework of credibility assessment: Construct, heuristics, and interaction in context. Information Processing & Management, 2008, 44 (4), pp. 1471-1479.
  • Indu, R. & Jagathy R. V. P. (2012). Developing a Theoretical Framework for a Study on the Impact of Advertising Credibility of Consumer Healthcare Products. European Journal of Commerce and Management Research, 1(1). pp. 14-24.
  • Mehta, A., & Purvis, S. C. (1995, May). When attitudes towards advertising in general influence advertising success. In Conference of the American Academy of Advertising. Waco, TX: Baylor University, Norfolk, VA.
  • O'Keefe, D. J. (1990). Persuasion: Theory and Research. Newbury Park, CA: Sage.
  • Savolainen, R. Media credibility and cognitive authority. The case of seeking orienting information. Retrieved from http://InformationR.net/ir/12-3/paper319.html
  • Scott B. M. & Lutz R. J. (1989). An Empirical Examination of Attitude Toward the Ad in an Advertising Pretest Context. Journal of Marketing, 53, pp. 48-65.
  • Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the Web. Journal of the American society for information science and technology, 53 (2), pp. 131-145.
There are 10 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Lucia Vilčeková

Publication Date April 22, 2016
Submission Date April 21, 2016
Published in Issue Year 2016Volume: 2 Issue: 4

Cite

EndNote Vilčeková L (April 1, 2016) ADVERTISING CREDIBILITY ACROSS DIFFERENT MEDIA CHANNELS. IJASOS- International E-journal of Advances in Social Sciences 2 4 126–129.

Contact: ijasosjournal@hotmail.com

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