Fiscal reports have, since 2010, documented weak budget credibility in Sierra Leone public financial management noting that the government budget does not constitute a dependable framework for the planning, allocation and efficient use of the nation's resources. The purpose of this study was to develop a budgetary reform agenda and the research question that guided the study related to the reasons for the high monetary variances between the approved budget and the year-end financial reports. Government budgets and financial reports were reviewed for 2010-2014 and senior government officials were interviewed regarding the main stages of the annual budgetary process. The new public management model constituted the overarching conceptual foundation based on a qualitative case study of 7 government ministries and the House of Parliament. The baseline criteria for efficient government budgeting developed by the Organization for Economic Cooperation and Development served as the analytical framework from which four themes were established to analyze the planning, preparation, approval and the execution of the annual budget. The main finding was that the government's budget exhibited a lack of credibility given the significant variances between the budget and the actual outcomes; and the ineffective role of the legislature. As part of the financial management reforms needed, the government would have to rewrite the budget law and recruit experienced staff to strengthen the legislative budgetary function. These changes could contribute to the enhancement of value in the government's use of taxpayers' monies, causing improved economic and financial reporting and thereby promoting positive social change for the people of Sierra Leone.

One basic problem in statistical sciences is to understand the relationships among multivariate outcomes. Although it remains an important tool and is widely applicable, the regression analysis is limited by the basic setup that requires to identify one dimension of the outcomes as the primary measure of interest (the "dependent" variable) and other dimensions as supporting this variable (the "explanatory" variables). There are situations where this relationship is not of primary interest. For example, in actuarial sciences, one might be interested to see the dependence between annual claim numbers of a policyholder and its impact on the premium or the dependence between the claim amounts and the expenses related to them. In such cases the normality hypothesis fails, thus Pearson's correlation or concepts based on linearity are no longer the best ones to be used. Therefore, in order to quantify the dependence between non-normal outcomes one needs different statistical tools, such as, for example, the dependence concepts and the copulas. This thesis is devoted to modelling dependence with applications in actuarial sciences and is divided in two parts: the first one concerns dependence in frequency credibility models and the second one dependence between continuous outcomes. In each part of the thesis we resort to different tools, the stochastic orderings (which arise from the dependence concepts), and copulas, respectively. During the last decade of the 20th century, the world of insurance was confronted with important developments of the a posteriori tarification, especially in the field of credibility. This was dued to the easing of insurance markets in the European Union, which gave rise to an advanced segmentation. The first important contribution is due to Dionne & Vanasse (1989), who proposed a credibility model which integrates a priori and a posteriori information on an individual basis. These authors introduced a regression component in the Poisson counting model in order to use all available information in the estimation of accident frequency. The unexplained heterogeneity was then modeled by the introduction of a latent variable representing the influence of hidden policy characteristics. The vast majority of the papers appeared in the actuarial literature considered time-independent (or static) heterogeneous models. Noticeable exceptions include the pioneering papers by Gerber & Jones (1975), Sundt (1988) and Pinquet, Guillén & Bolancé (2001, 2003). The allowance for an unknown underlying random parameter that develops over time is justified since unobservable factors influencing the driving abilities are not constant. One might consider either shocks (induced by events like divorces or nervous breakdown, for instance) or continuous modifications (e.g. due to learning effect). In the first part we study the recently introduced models in the frequency credibility theory, which can be seen as models of time series for count data, adapted to actuarial problems. More precisely we will examine the kind of dependence induced among annual claim numbers by the introduction of random effects taking unexplained heterogeneity, when these random effects are static and time-dependent. We will also make precise the effect of reporting claims on the a posteriori distribution of the random effect. This will be done by establishing some stochastic monotonicity property of the a posteriori distribution with respect to the claims history. We end this part by considering different models for the random effects and computing the a posteriori corrections of the premiums on basis of a real data set from a Spanish insurance company. Whereas dependence concepts are very useful to describe the relationship between multivariate outcomes, in practice (think for instance to the computation of reinsurance premiums) one need some statistical tool easy to implement, which incorporates the structure of the data. Such tool is the copula, which allows the construction of multivariate distributions for given marginals. Because copulas characterize the dependence structure of random vectors once the effect of the marginals has been factored out, identifying and fitting a copula to data is not an easy task. In practice, it is often preferable to restrict the search of an appropriate copula to some reasonable family, like the archimedean one. Then, it is extremely useful to have simple graphical procedures to select the best fitting model among some competing alternatives for the data at hand. In the second part of the thesis we propose a new nonparametric estimator for the generator, that takes into account the particularity of the data, namely censoring and truncation. This nonparametric estimation then serves as a benchmark to select an appropriate parametric archimedean copula. This selection procedure will be illustrated on a real data set.

With this study, our purpose has been to achieve profounded knowledge and understanding regarding the use of discretion among social workers specialized in social allowance issues. The Social Services Act, structured as a framework law in the Swedish context, provides the social worker with a certain degree of discretion, in order to enable accommodated decisions depending on client case specifics. This study problematizes these aspects of legal security, and our intention has been to examine which factors impact the assessments social workers carry out in statutory decisions of social allowance applications. To attain this, we narrowed down our intention into a number of distinct and delimitated research questions: (1) Which elements of the client case impact the social worker’s assessment? (2) Which external aspects influence the social worker’s assessments and decisions? (3) How do social workers decide the client’s credibility?   In order to establish answers to our research questions, we have utilized a qualitative approach of research by exerting qualitative interviews in addition to a vignette study. We have conducted five interviews with social workers specialized in social allowance issues. The empirical material was analyzed and illustrated in the view of Lipsky’s descriptive theory of street-level bureaucracy, and in the light of different theories of authoritarian power, as constituted by Lukes and Foucault.   Within the municipality subject to our research, our vignette study establishes the fact disparities exist among the assessments social workers decide from an application of social allowance. The result of our study exhibit social workers’ grounds of assessment are influenced by a number of aspects. These facets of impact compose internal factors existing within the client case frame. Related to the unique characteristics of a client’s situation, the internal factors also depend on the relation created between social worker and client. Furthermore, the social worker’s assessment is affected by external factors including colleague consultation, supervisor influence and contemporary work load levels. Additionally, our study implies aspects influencing decision-making of social workers occurring on a meta level, which we have opted to denominate semi-external factors. These factors embrace levels of client credibility as well as aspects of power present in the social worker – client relation.

Titel: Är influencers vampyrer? En studie om influencer-baserad marknadsföring och brand recall. Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi. Författare: Julia Jansson och Christina Najm Handledare: Jonas Kågström Datum: 2018 - maj Syfte: Syftet med studien är att analysera hur influencer-baserad marknadsföring, vad gäller brand recall, påverkas av tidsaspekten, vampire effect, source credibility och match-up hypotesen. Metod: Data har insamlats med hjälp av två enkäter med 1461 respondenter. Respondenterna fick svara på enkäter gällande två olika influencers och dess samarbete med ett företag. Materialet har sedan analyserats och bearbetats med hjälp av deskriptiv statistik, T-test, korrelationsanalyser, faktoranalyser samt klusteranalys. Resultat & slutsats: Studien visade betydelsen för företag att välja en lämplig influencer för deras marknadsföring. Dessa influencers har möjligheten att nå en stor del av konsumenterna och det är då viktigt att de kan sända ut rätt information om varumärket. I fallet om vampire effect kom studien fram till att detta hot inte nödvändigtvis behöver påverka varumärkets brand recall, utan vid val av en lämplig och rätt influencer kan istället varumärket gynnas av influencer-baserad marknadsföring. Uppsatsens bidrag: Studiens bidrag till marknadsföringens forskningsområde är en ökad kunskap om influencer-baserad marknadsföring, vad gäller brand recall och dess effekter. Studien bidrar också med olika aspekter för företag att ta hänsyn till i valet av lämplig influencer. Förslag till fortsatt forskning: Forskning bör vidare undersöka hur tidsaspekten har en påverkan på brand recall, då tidigare forskning varit begränsad. Vi anser att fler studier ska göras om influencer-baserad marknadsföring och brand recall då detta fält är relativt nytt och outforskat. Nyckelord: Brand recall, the vampire effect, source credibility model, match-up hypotesen, influencers, tidsaspekt. / Title: Are influencers vampires? A study about influencer-based marketing and brand recall. Level: Student thesis, final assignment for Bachelor Degree in Business Administration. Authors: Julia Jansson and Christina Najm Supervisor: Jonas Kågström Date: 2018 – may Aim: The purpose of this study is to investigate how influencer-based marketing, in terms of brand recall, is affected by the time aspect, vampire effect, source credibility and match-up hypothesis. Method: Data were collected from two surveys, with 1461 respondents. The respondents answered surveys about two influencers and their collaboration with a company. The data has been analysed and processed with descriptive statistics, T-test, correlation as well as factor and cluster analyses. Results & Conclusion: The study showed the importance for companies to choose an appropriate influencer for marketing. These influencers have the ability to reach a large portion of consumers and it is, therefore, important that they can send accurate information about the brand. Regarding the vampire effect, the study showed that it is not necessarily a threat to brand recall, but if the appropriate influencer is chosen, the brand can benefit from influencer-based marketing. Contribution of the thesis: The contribution of this study to the marketing research area is an increased knowledge about influencer-based marketing, in terms of brand recall and its effects. The study also contributes with different aspects for companies to consider in selecting an appropriate influencer. Suggestions for future research: Future research should examine how the time aspect can affect brand recall, since prior research has been narrowed. We believe that more studies should be done especially about influenced-based marketing and brand recall since it is relatively new and unexplored. Key words: Brand recall, the vampire effect, source credibility, match-up hypothesis, influencers, time aspect

Sociala medier har under senare år växt och blivit en integrerad del av människors vardag. Tillväxten i populariteten av sociala medier har resulterat i att många företag flyttar delar av sin marknadsföring till dessa plattformar i förhoppningen om att få en bredare och mer engagerad publik. En följd av det ökade intresset för marknadsföring på sociala medier har blivit att sponsra och samarbeta med personer som har ett stort antal följare, även kallade influencers, på sociala medie-plattformar såsom Instagram, Twitter och Youtube. Samtidigt som sponsring av influencers blir allt vanligare så ser vi också att influencerns publik, följare och andra intressenter, har börjat tröttna på det sponsrade materialet. Tidigare forskning på marknadsföring med hjälp av kända personer har visat att det finns ett negativt samband mellan mängden produkter som en känd person marknadsför och den kända personens source credibility. Forskarna fann i samband med studierna även att konsumentens köpintention och varumärkesattityd påverkades negativt. Vår studie ämnade därför dels till att undersöka om samma slutsatser går att dra för dagens influencers. Å andra sidan visar forskning att konsumentens relation till en känd person kan skilja sig från relationen till en influencer. Då konsumenter ofta upplever att de har en relation till de influencers som de följer på sociala medier kan detta påverka den minskade source credibility som annars skulle uppstå när en influencer publicerar en större mängd sponsrat material. Därför syftade denna studie även till att undersöka huruvida konsumentens intention och attityd påverkas av att konsumenten följer en influencer eller inte. För att kunna besvara studiens syfte och frågeställning genomfördes därför en experimentell studie på nätet. Deltagarna i studien slumpades in i en av två grupper där de exponerades för olika mängder sponsrat material. Experimentet avslutades med en enkät och grupperna jämfördes sedan för att se huruvida attityden gentemot influencern, köpintentionen och varumärkesattityden förändrades vid en större mängd sponsrat material. Enkäten möjliggjorde även vidare analys av hur attityder och intentioner påverkas av att konsumenten är följare eller inte. Resultatet visade att antal sponsrade inlägg som en influencer publicerar inte påverkar konsumentens köpintention, varumärkesattityd eller attityd gentemot influencern. Dock fann studien stöd för att en influencers source credibility påverkas beroende på om konsumenten är följare eller icke-följare, vilket i sin tur även påverkar konsumentens köpintention och varumärkesattityd. Vi fann även att source credibility påverkar köpintention och varumärkesattityd i båda fallen. Vi kan därmed dra slutsatsen att det är mindre viktigt för konsumenten hur många sponsrade inlägg en influencer publicerar. Det handlar snarare om huruvida man följer personen eller inte gällande hur konsumenten tar emot det sponsrade materialet. / Social media has in recent years grown and become an integrated part of people's everyday lives. The growth in popularity of social media has resulted in many companies moving parts of their marketing efforts to these platforms in the hope of getting a wider and more committed audience. An effect of the increased interest in social media marketing has been to sponsor people who have large numbers of followers, also called influencers, on social media platforms such as Instagram, Twitter and Youtube. While sponsoring influencers is becoming more common, we also see that the influencer audience has begun to grow tired of the sponsored material. Earlier research on celebrity marketing has shown that there is a negative relationship between the amount of products that a celebrity endorses and the endorser's source credibility. Researchers also found that the consumer's purchase intention and brand attitude were negatively affected. Our study therefore aimed to investigate whether the same conclusions can be drawn for influencers. On the other hand, research shows that the consumer's relationship with celebrity may differ from the relationship to an influencer. Because consumers often experience that they have a relationship to the influencers that they follow on social media, this can affect the reduced source credibility that would otherwise occur when an influencer publishes a larger amount of sponsored content. Therefore, this study also aimed to investigate whether the consumer's purchase intention and attitude is influenced by the consumer following an influencer or not.In order to answer the purpose of the study, an online experiment was conducted. Participants in the study were randomized into one of two groups where they were exposed to different amounts of sponsored material. The experiment was completed with a survey and the groups were compared to see if the attitude towards the influencer, purchase intentions and brand attitude changed when the participant was exposed to a larger amount of sponsored material. The survey also enabled further analysis of how attitudes and intentions are affected by the consumer being a follower or not. The result showed that the number of sponsored posts published by an influencer does not affect the consumer's purchase intention, brand attitude or the source credibility of the influencer. However, the study found that an influencer's source credibility was affected by whether the consumer is a follower or non-follower, which in turn also affects the consumer's purchase intention and brand attitude. We also found that source credibility affects purchase intention and brand attitude in both cases. We can therefore conclude that it is less important for the consumer how many sponsored posts an influencer publishes. It is more about whether the consumer follows the influencer or not, than about how the consumer receives the sponsored material. The following thesis is written in Swedish.

Please note: This degree was awarded by the University of Kwazulu-Natal. Permission was granted to archive it in this database for teaching purposes.This study reports the development and use of an original methodology to measure inflation credibility, as well as the first results of such measurement in terms of an inflation credibility barometer. The barometer is an instrument measuring the degree of acceptance of the accuracy of historic inflation figures. Despite the lack of knowledge about inflation and the low inflation credibility recorded by this first calculation of an inflation credibility barometer for South Africa, valuable information about inflation is unveiled to the authorities. The research results serve as a benchmark, but cannot be compared to earlier research, as this study represents the first systematic measurement of inflation credibility in South Africa. The barometer yields better results than the limited current international measurement of perceptions of the accuracy of historic inflation figures. The barometer (i) reports the credibility of inflation figures as a figure between zero and 100; (ii) will highlight changes in credibility over time with repeated use; (iii) can be explained easily to the general public; (iv) provides for international comparison between countries; and (v) can be used by all countries. The use of inflation credibility barometers and changes in barometer readings over time can also serve as an early warning system for changes in inflation perceptions that might feed through to inflation expectations. Sampling results used to calculate a South African inflation credibility barometer show little public understanding of the rate of inflation. Owing to an increased focus on inflation figures in countries using an inflation-targeting monetary policy, central banks entrusted with such a policy should adopt a communication strategy highlighting the calculation and measurement of the rate of inflation. This study shows that no generally accepted international benchmarks for successful central-bank communication strategies have been developed, but the use of the methodology developed in this study will assist in the assessment of the effectiveness of communication strategies. This study makes three further contributions of significance to available literature on inflation in South Africa. The first is an analysis of prices increases and inflation over a period of 85 years (1921 to 2006) and a selected comparison of salaries and remuneration over a period of 78 years (1929 to 2006). To this end data sets were developed for comparative purposes, thereby distinguishing between perception and reality about the accuracy of inflation figures over time. As this comparison has not been done before, a methodology was developed that can be used in future research. Based on these comparisons an inflation accuracy indicator (IAI) is developed for the first time. The research showed no systematic over or under-reporting of price increases, therefore confirming the general accuracy of the consumer price index (CPI) over time. As with the inflation credibility barometer, this methodology can be used internationally to confirm the accuracy of countries’ inflation figures over time. This methodology can also be used by developing countries with capacity constraints in economic modelling and forecasting. The second contribution to available literature is the first analysis of South Africa’s experience with inflation over a period of 85 years from the perspective of the central bank. This analysis highlights not only the difficulties encountered by a central bank to contain inflation, but also focuses the attention on the policy errors of the authorities in their quest to contain rising prices. The third contribution is an analysis of international and domestic initiatives aimed at improving the accuracy and measurement of inflation. The implications of these initiatives for developing countries are considered in the interest of a level international playing field between developed and developing countries. eo / Thesis (PhD)--University of Pretoria, 2008. / Economics / PhD / Unrestricted

The purpose of this study is to investigate whether the number of followers affects an influencer's credibility using Ohanian's credibility model (1990). The study contributes to an understanding of how the size of influencers affects the followers' intake of information from influencers. To address the purpose of this study, the following question was analyzed: How does the size of influencers affect their credibility? A qualitative study has been conducted and empirical material has been collected to fulfill the purpose and answer the question of how the number of followers affects the credibility of influencers. To get an answer to the question, nine semi-structured individual interviews were conducted where the sample was women aged 18-24. The theoretical starting point in this study is Ohanian's credibility model (1990), where the focus is on credibility which consists of five different terms; honesty, trustworthiness, sincerity, credibility, and reliability. The study shows that the majority agree that smaller influencers are perceived as more credible. The result is mainly due to the fact that smaller influencers are considered to have higher levels of all five credibility terms. For followers to interpret influencers as credible sources, it is important to do parts that are part of Ohanian's credibility model (1990). This study shows that a factor that affects influencer credibility is the number of followers. / Syftet med studien är att undersöka om antalet följare påverkar en influencers trovärdighet med hjälp av Ohanians trovärdighetsmodell (1990). Studien bidrar till förståelse för hur influencers storlek påverkar följarnas intag av information från influencers. För att besvara syftet, analyserades följande frågeställning: Hur påverkar influencers storlek deras trovärdighet? En kvalitativ studie har genomförts och empiriskt material har samlats in för att uppfylla syftet och besvara frågeställningen om hur antalet följare påverkar trovärdigheten till influencers. För att få svar på frågeställningen utfördes nio stycken semistrukturerade personliga intervjuer där urvalet var kvinnor i åldrarna 18-24 år. Den teoretiska utgångspunkten i denna studien är Ohanians trovärdighetsmodell (1990), där enbart fokuset ligger på trovärdighet som består av fem olika termer; ärlighet, pålitlighet, uppriktighet, trovärdighet och tillförlitlighet. Studien visar att majoriteten är eniga om att mindre influencers uppfattas som mer trovärdiga. Resultatet beror främst på att mindre influencers anses ha högre nivåer av alla fem begrepp som beskriver trovärdighet. För att följarna ska tolka influencers som en trovärdig källa är det viktigt att de uppfyller delarna som ingår i Ohanians trovärdighetsmodell (1990). Denna studie visar att en faktor som påverkar influencers trovärdighet är antalet följare.

Social media, example Facebook, has made it possible for people to easily be a part of news sharing and to produce news. As a result of this, there are opportunities for each and everyone to influence and to be more involved in news dissemination but at the same time there are risks involved. It has been shown to be common for misinformation to spread through social media where it rapidly reaches a large group of people, which can result in a false image of reality. In this study theories about Uses and Gratifications and source credibility have been brought together for an analysis. The purpose was to investigate what our respondents thought about the benefits of an active audience when it comes to sharing news, but also to investigate the negative sides of news sharing and the risks that follow. The study presents various needs that are satisfied with news sharing on Facebook. With a focus on Facebook the study also presents opinions, behaviors and attitudes about source credibility and news sharing amongst young adults. Young adults have shown to be very active on social media where they also consume a lot of their news intake – which is why we selected this group of people in our study. To find out what young adults think about our subject previously mentioned, we formed focus groups of participants in the ages of 18-29 where they discussed questions about the subject. This study’s most significant finding is that news sharing on Facebook is mostly about satisfying a need of attention – a need to show other people that one has knowledge about recent news and a need to be confirmed by others, in example via comments. Another discovery is that the participants in this study mean that the only way to value sources on social media is to compare different sources with one another. But it was shown that other factors are also important when they value sources on social media. / Sociala medier, exempelvis Facebook har gjort det möjligt för allmänheten att på ett enkelt sätt vara med och bidra till nyhetsskapandet och nyhetsspridning. I och med detta finns det möjligheter för alla att påverka och vara delaktiga i nyhetsspridningen, men samtidigt medföljer även risker. Det har visat sig vara vanligt att falsk information sprids via sociala medier där den snabbt når ut till många människor, vilket kan ge en missvisande bild av verkligheten. I denna studie förs teorier om Uses and Gratifications samman med området källkritik, för att dels undersöka hur våra respondenter resonerar kring fördelar med att alla aktivt kan vara delaktiga i nyhetsspridningen och dels undersöka hur de resonerar kring de negativa sidorna, vilket området källkritik tar upp genom olika risker. Studien redogör för olika behov som uppfylls vid nyhetsspridning på Facebook samt vilka åsikter, beteenden och attityder unga vuxna har kring källkritik och nyhetsspridning på sociala medier, med fokus på Facebook. Varför just unga vuxna undersökts är eftersom den gruppen generellt är mycket aktiva på sociala medier och att de till stor del får reda på nyheter via exempelvis Facebook. För att få reda på hur unga vuxna resonerar kring ovanstående genomfördes fokusgrupper där deltagare mellan 18-29 år fick möjlighet att diskutera frågor kring ämnet. Utmärkande av resultatet i studien är att nyhetsspridning på Facebook till stor del handlar om att uppfylla ett behov av uppmärksamhet. Behov av att andra ska se att man har koll och behov av att få bekräftelse genom exempelvis kommentarer. En annan upptäckt är att deltagarna i studien menar att sättet de värderar källor på sociala medier är att jämföra informationen från olika källor, men däremot spelar flera andra faktorer roll även om deltagarna är mindre medvetna om dessa faktorer då de värderar trovärdigheten.

Nowadays rapid development of information and communication technologies induced changes in many spheres of society. Digital media gives an access to diverse information sources ensuring vast available information. However, it became more difficult to evaluate credibility of these sources and quality of information provided by them. Issues of source credibility and information quality are particularly important in the context of online shopping. Consumers have to rely on information provided by online retailers and other sources in order to make a right purchase decision. The purpose of this master thesis is to examine effects of source credibility and information quality on attitude toward using the information source and purchase intention. Previous research investigated these effects only for one information source, thus, this study addresses this gap by exploring three online information sources: retailer source, eWOM source and neutral source. Furthermore, the theoretical framework is applied to the context of online apparel shopping, as no similar studies have beenconducted in this area before. We have formulated the following research question: What kind of effects do source credibility and information quality have on attitude toward using information source and purchase intention of apparel products? We used Theory of Reasoned Action and Information Adoption Model to develop a conceptual model. Data was collected from a sample of 180 respondents, who completed the online survey. Empirical findings demonstrate that factors of source credibility such as trustworthiness, expertise and attractiveness have positive effects on the attitude toward using eWOM source, while only trustworthiness and expertise positively affect the attitude toward using neutral source. For eWOM and neutral source relationships between factors of information quality and the attitude toward using the information source were found insignificant. On the contrary, for retailer source only factors ofinformation quality, accuracy and relevance, show positive effects on the attitude toward using retailer source. For all three sources attitudes toward using the information source and subjective norms positively affect purchase intentions. This work contributes to the existing knowledge by examining three online information sources in one study, which enables to discover differences in effects of source credibility and information quality on the attitude toward using the information source and purchase intention among sources. Furthermore, this paper provides recommendations for practitioners regarding improvement of perceived credibility and information quality ofeach information source in order to increase the number of consumers willing to use the source during information search.

Master of Science / Department of Journalism and Mass Communications / Wes Wise / Escherichia Coli (E. Coli) contamination has been a long-existing concern for those engaged in cattle production, often causing negative public health and economic consequences. The existence of pre-harvest practices that reduce E. coli contamination creates the opportunity to support human health by focusing on modifying behaviors in cattle production through educational communication. It is vital to consider how the communication can be modified to persuade the audience. This study examined the effects of different sources, such as a veterinarian or a cattle producer, presenting the educational message in a training video. An experimental design was used to examine how the information source used in a video relates to the source’s credibility, as well as testing concepts related to the theory of planned behavior. A link to a video and an online questionnaire were distributed to cattle producers through the weekly news e-mail distributed by several beef industry organizations. The data analysis of 106 complete questionnaires found that no matter how a presenter was described in a training video there was no difference in the perceived credibility of the presenter. Also, no matter how the source was identified there was no difference in the variables related to the theory of planned behavior and possible behavior adoption. In addition to these results, this study found that no matter how the source was labeled, higher perceived credibility correlated with more positive attitudes, perceived norms, perceived behavior control and reported intention to adopt the suggested behaviors. This pattern provides evidence for credibility’s relationship with possible behavior adoption, indicating that credibility of the source is an important consideration when message designers are constructing training videos.