What makes your message credible? : A descriptive study on the effect of source credibility on message credibility.
Message credibility is a commonly used term to indicate how well the recipients approve the message. Source credibility, on the other hand is a “communicator's positive characteristics that affect the receiver's acceptance of a message” (Ohanian, 1990, pp 41). It has been stated that an ef...
| Main Authors: | , , |
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| Format: | Others |
| Language: | English |
| Published: |
Linnéuniversitetet, Institutionen för marknadsföring (MF)
2019
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85357 |