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      Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

      1 , 2
      Journal of Interactive Advertising
      Informa UK Limited

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          Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude

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            Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude

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              Heuristic processing can bias systematic processing: effects of source credibility, argument ambiguity, and task importance on attitude judgment.

              High- and low-task-importance Ss read a strong or weak unambiguous message or an ambiguous message that was attributed to a high- or low-credibility source. Under low task importance, heuristic processing of the credibility cue was the sole determinant of Ss' attitudes, regardless of argument ambiguity or strength. When task importance was high and message content was unambiguous, systematic processing alone determined attitudes when this content contradicted the validity of the credibility heuristic; when message content did not contradict this heuristic, systematic and heuristic processing determined attitudes independently. Finally, when task importance was high and message content was ambiguous, heuristic and systematic processing again both influenced attitudes. Yet, source credibility affected persuasion partly through its impact on the valence of systematic processing, confirming that heuristic processing can bias systematic processing when evidence is ambiguous. Implications for persuasion and other social judgment phenomena are discussed.
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                Author and article information

                Journal
                Journal of Interactive Advertising
                Journal of Interactive Advertising
                Informa UK Limited
                1525-2019
                December 18 2018
                January 02 2019
                February 12 2019
                January 02 2019
                : 19
                : 1
                : 58-73
                Affiliations
                [1 ] Nanyang Technological University, Singapore;
                [2 ] Northern Illinois University, DeKalb, Illinois, USA
                Article
                10.1080/15252019.2018.1533501
                6a784ad5-24e8-4ded-ac95-52d6496c4ec6
                © 2019
                History

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