For advertisers looking to include online media in their marketing strategies, consumer
perceptions of Web sites become increasingly important. This study examined three types of
endorsement in an online setting. To accommodate the many voices of a social network site, this
study employed a new form of endorsement, a social-network endorsement, to account for the
collective opinions and feedback of social network site members. Using an experimental design,
this study tested the credibility, engagement, and interactivity of three types of endorsements: a
corporate endorsement, a third-party endorsement and a social-network endorsement. Two
hundred fifty-one participants examined one of three sites, a corporate site, a blog and a
Facebook group page, to determine if Web site source affected credibility, engagement,
interactivity, attitude toward the Web site, brand attitudes, and purchase intentions. Findings
indicated consumers regard corporate Web sites with more credibility and find them more
engaging and interactive. Credibility also increased positive attitudes towards the Web sites.
Subjects also rated Facebook more trustworthy and engaging than the blog. However, none of
the different endorsements influenced brand attitudes or purchase intentions.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-01132010-125038 |
| Date | 15 January 2010 |
| Creators | Forbes, Jeffrey Evan |
| Contributors | Porter, Lance, Nelson, Richard A., Yu, Jay |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-01132010-125038/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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