Source Credibility
How far a message source is seen as trustworthy and expert, the two parts of credibility used in the influencer experiments.
What it is
How far an audience sees a message source as trustworthy and expert. The idea goes back to persuasion research of the early 1950s. In the experiments by Schouten and colleagues, credibility was defined as trustworthiness and expertise, and trust was one route from endorser type to advertising effect; Lou and Yuan found that an influencer's trustworthiness raised followers' trust in branded posts.
In effect
In the article on why influencers sell, it explains why a creator seen as ordinary and honest can persuade where a famous face does not.
What it does not say
Credibility is a perception held by the audience. It does not say that a credible source is accurate, or that credibility alone produces a purchase.
Sources
- Schouten, A., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281.
- Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.