An experimental study of the role of brand strength in the relationship between the medium of communication and perceived credibility of the message

Journal of Interactive Marketing - Tập 17 - Trang 75-79 - 2003
Roger Marshall1, Na WoonBong2
1New Zealander, an associate professor at the Nanyang Business School, Nanyang Technological University, Singapore 63978
2Associate professor at Kyunghee University, Seoul, South Korea

Tóm tắt

Does a message on the Internet have less credibility than an equivalent message in conventional print media? What is the role of brand strength in the relation between the medium of communication and perceived credibility of the message? We address these questions through an experimental study. The results show that a message on the Internet has less credibility than the same message in print. For messages of strong brands, however, there is no significant difference in their credibility between the Internet and print media.

Tài liệu tham khảo

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Thông tin
Thông tin xuất bản

Journal of Interactive Marketing

Tập 17

75-79

Thông tin tác giả