The Impact of Profile Picture Facial Expressions on Review Credibility

The Impact of Profile Picture Facial Expressions on Review Credibility

Bibliographic Details
Main Author: Wang, Xinying
Language:English
Published: Ohio University / OhioLINK 2016
Subjects:
Communication
Marketing
eWOM
facial expressions
profile pictures
credibility
Online Access:http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1450922456
id ndltd-OhioLink-oai-etd.ohiolink.edu-ohiou1450922456
record_format oai_dc
spelling ndltd-OhioLink-oai-etd.ohiolink.edu-ohiou14509224562021-08-03T06:34:36Z The Impact of Profile Picture Facial Expressions on Review Credibility Wang, Xinying Communication Marketing eWOM facial expressions profile pictures credibility This study examines the relationship between perceived credibility of online product reviews and facial expressions, whether happy or angry, in reviewer profile pictures from the perspective of attribution theory. The first hypothesis proposed that consumers exposed to an angry-looking profile picture will be more likely to attribute a positive review to product performance rather than the reviewer’s perceived personality. The second hypothesis predicts that people rate a review with an angry-looking reviewer picture higher in credibility than one with a happy-looking picture. The hypotheses were tested by a between-group experiment with 138 participants recruited from Ohio University. The results suggested that there were no significant differences in either the attributions of positive reviews or credibility ratings between the participants who viewed happy-looking faces and those who viewed angry-looking faces. The findings imply that reviewer profile pictures displayed along product reviews on generic eWOM platforms might not be as influential as the reviews themselves on perceive credibility. 2016-08-04 English text Ohio University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1450922456 http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1450922456 unrestricted This thesis or dissertation is protected by copyright: some rights reserved. It is licensed for use under a Creative Commons license. Specific terms and permissions are available from this document's record in the OhioLINK ETD Center.
collection NDLTD
language English
sources NDLTD
topic Communication
Marketing
eWOM
facial expressions
profile pictures
credibility
spellingShingle Communication
Marketing
eWOM
facial expressions
profile pictures
credibility
Wang, Xinying
The Impact of Profile Picture Facial Expressions on Review Credibility
author Wang, Xinying
author_facet Wang, Xinying
author_sort Wang, Xinying
title The Impact of Profile Picture Facial Expressions on Review Credibility
title_short The Impact of Profile Picture Facial Expressions on Review Credibility
title_full The Impact of Profile Picture Facial Expressions on Review Credibility
title_fullStr The Impact of Profile Picture Facial Expressions on Review Credibility
title_full_unstemmed The Impact of Profile Picture Facial Expressions on Review Credibility
title_sort impact of profile picture facial expressions on review credibility
publisher Ohio University / OhioLINK
publishDate 2016
url http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1450922456
work_keys_str_mv AT wangxinying theimpactofprofilepicturefacialexpressionsonreviewcredibility
AT wangxinying impactofprofilepicturefacialexpressionsonreviewcredibility
_version_ 1719439314250629120

Similar Items