Let users generate your video ads? The impact of video source and quality on consumers' perceptions and intended behaviors

Journal of Interactive Marketing

Volumn 28, Issue 1, 2014, Pages 1-15

  Hautz, Julia ^a   Füller, Johann ^a,b   Hutter, Katja ^a,c   Thürridl, Carina ^b  

^a INNSBRUCK UNIVERSITY SCHOOL OF MANAGEMENT   (Austria)

^b HYVE AG   (Germany)

^c HARVARD UNIVERSITY   (United States)

Author keywords

Crowdsourcing; Social media; Source credibility; User generated content; Viral Marketing

Indexed keywords

EID: 84893941688     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1016/j.intmar.2013.06.003     Document Type: Article

References (89)

1. Aiken Leaona S., West Stephen Multiple Regression: Testing and Interpreting Interactions 1991, Sage Publications, London.
2. Aljukhadar Muhammad, Senecal Sylvain, Ouellette Denis Can the Media Richness of a Privacy Disclosure Enhance Outcome? A Multifaceted View of Trust in Rich Media Environments. International Journal of Electronic Commerce 2010, 14(4):103-126.
3. Andsager Julie L., Bemker Victoria, Hong-Lim Choi, Torwel Vitalis Perceived Similarity of Exemplar Traits and Behavior: Effects on Message Evaluation. Communication Research 2006, 33(1):3-18.
4. Bagozzi Richard P., Youjae Yi On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science 1988, 16(Spring):74-94.
5. Baron Reuben M., Kenny David A. The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology 1986, 51(6):1173-1182.
6. Beerends John G., De Caluwe Frank E. The Influence of Video Quality on Perceived Audio Quality and Vice Versa. Journal of Audio Engineering Society 1999, 47(5):355-362.
7. Berthon Pierre, Pitt Leyland, Campbell Colin When Customers Create the Ad. California Management Review 2008, 50(4):6-31.
8. Bickart Barbara, Schindler Robert M. Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing 2001, 15(3):31-40.
9. Bonferroni Carlo E. Teoria Statistica Delle Classi E Calcolo Delle Probabilit. Pubblicazioni del R Istituto Superiore di Scienze Economiche e Commerciali di Firenze 1936, 8:3-62.
10. Booth-Butterfield Steve, Gutowski Christine Message Modality and Source Credibility Can Interact to Affect Argument Processing. Communication Quarterly 1993, 41(1):77-89.
11. Brown Jo, Broderick Amanda J., Lee Nick Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing 2007, 21(3):2-20.
12. Browne Michael W., Cudeck Robert Alternative Ways of Assessing Model Fit. Testing Structural Equation Models 1993, 136-162. Sage Publications, Newbury Park. K.A. Bollen, S.J. Long (Eds.).
13. Cacioppo John T., Petty Richard E., Morris Katherine J. Effects of Need for Cognition on Message Evaluation, Recall, and Persuasion. Journal of Personality and Social Psychology 1983, 45(4):805-818.
14. Chaiken Shelly Heuristic Versus Systematic Information Processing and the Use of Source Versus Message Cues in Persuasion. Journal of Personality and Social Psychology 1980, 39(5):752-766.
15. Chaiken Shelly, Eagly Alice H. Communication Modality as a Determinant of Persuasion: The Role of Communicator Salience. Journal of Personality and Social Psychology 1983, 45(2):241-256.
16. Chakravarty Anindita, Liu Yong, Mazumdar Tridib The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-Release Movie Evaluation. Journal of Interactive Marketing 2010, 24(3):185-197.
17. Cheong Hyuk Jun, Morrison Margaret A. Consumers' Reliance on Product Information and Recommendations Found in UGC. Journal of Interactive Advertising 2008, 8(2):1-29.
18. Cheung Man Yee, Luo Chuan, Sia Choon Ling, Chen Huaping Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of on-Line Consumer Recommendations. International Journal of Electronic Commerce 2009, 13(4):9-38.
19. Chikkerur Shyamprasad, Sundaram Vijay, Reisslein Martin, Karam Lina J. Objective Video Quality Assessment Methods: A Classification, Review, and Performance Comparison. IEEE Transactions on Broadcasting 2011, 57(2):165-182.
20. Chiu Hung-Chang, Yi-Ching Hsieh, Ya-Hui Kao, Lee Monle The Determinants of Email Receivers' Disseminating Behaviors on the Internet. Journal of Advertising Research 2007, 47(4):524-534.
21. Chu Shu-Chuan, Kamal Sara The Effect of Perceived Blogger Credibility and Argument Quality on Message Elaboration and Brand Attitudes: An Exploratory Study. Journal of Interactive Advertising 2008, 8(2):1-31.
22. Cox Carmen, Burgess Stephen, Sellitto Carmine, Buultjens Jeremy The Role of User-Generated Content in Tourists' Travel Planning Behavior. Journal of Hospitality Marketing & Management 2009, 18(8):743-764.
23. Dhar Vasant, Chang Elaine A. Does Chatter Matter? The Impact of User-Generated Content on Music Sales. Journal of Interactive Marketing 2009, 23(4):300-307.
24. Eagly Alice H., Wood Wendy, Chaiken Shelly Causal Inferences About Communicators and Their Effects for Opinion Change. Journal of Personality and Social Psychology 1978, 36(April):424-435.
25. Eisend Martin Source Credibility Dimensions in Marketing Communication - a Generalized Solution. Journal of Empirical Generalisations in Marketing Science 2006, 10:1-33.
26. Ertimur Burçak, Gilly Mary C. So Whaddya Think? Consumers Create Ads and Other Consumers Critique Them. Journal of Interactive Marketing 2012, 26(3):115-130.
27. Fishbein Martin, Ajzen Icek Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1975, Addison-Wesley, Reading, MA.
28. Fogg B.J., Soohoo Cathy, Danielson David R., Marable Leslie, Stanford Julianne, Tauber Ellen R. How Do Users Evaluate the Credibility of Web Sites?: A Study with over 2,500 Participants. Proceedings of the 2003 conference on Designing for user experiences 2003, 1-15. ACM, San Francisco, California.
29. Fornell Claes, Larcker David F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research 1981, 18(February):39-50.
30. Friestad Marian, Wright Peter The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. Journal of Consumer Research 1994, 21(1):1-31.
31. Fritz Matthew S., MacKinnon David P. Required Sample Size to Detect the Mediated Effect. Psychological Science (Wiley-Blackwell) 2007, 18(3):233-239.
32. Fuchs Christoph, Prandelli Emanuela, Schreier Martin, Dahl Darren W. All That Is Users Might Not Be Gold: How Labeling Products as User-Designed Backfires in the Context of Luxury Fashion Brands. Journal of Marketing 2013, 1-47.
33. Gruen Thomas W., Osmonbekov Talai, Czaplewski Andrew J. eWom: The Impact of Customer-to-Customer Online Know-How Exchange on Customer Value and Loyalty. Journal of Business Research 2006, 59(4):449-456.
34. Hair Joseph F., Black William C., Babin Barry J., Anderson Rolph E., Tatham Ronald L. Multivariate Data Analysis 2006, Prentice Hall, Upper Saddle River, NJ.
35. Haven Brian, Li Charlene, McHarg Tenley Leveraging User-Generated Content 2007, Forrester Research, Inc., Cambridge, MA.
36. Hayes Andrew F. Beyond Baron and Kenny: Statistical Mediation Analysis in the New Millennium. Communication Monographs 2009, 76(4):408-420.
37. Hayes Andrew F. An Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach 2013, Guilford Press, New York.
38. Heesacker Martin, Petty Richard E., Cacioppo John T. Field Dependence and Attitude Change: Source Credibility Can Alter Persuasion by Affecting Message-Relevant Thinking. Journal of Personality 1983, 51(4):653.
39. Hennig-Thurau Fred Thorsten, Gwinner Kevin P., Walsh Gianfranco, Gremler Dwayne D. Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing 2004, 18(1):38-52.
40. Ho Jason Y.C., Dempsey Melanie Viral Marketing: Motivations to Forward Online Content. Journal of Business Research 2010, 63(9-10):1000-1006.
41. Hoch Stephen J., Deighton John Managing What Consumers Learn from Experience. Journal of Marketing 1989, 53(2):1-20.
42. Hovland Carl Iver, Irving Janis L., Kelley Harold H. Communication and Persuasion: Psychological Studies of Opinion Change 1953, Yale University Press, New Haven, CT.
43. Huang Jingsong, Chen Rong, Wang Xia Factors Influencing Intention to Forward Short Internet Videos. Social Behavior and Personality 2012, 40(1):5-14.
44. Jin Seung A.Annie The Roles of Modality Richness and Involvement in Shopping Behavior in 3d Virtual Stores. Journal of Interactive Marketing 2009, 23(3):234-246.
45. Kano Noriaki Attractive Quality and Must-Be Quality. Hinshitsu. The Journal of the Japanese Society for Quality Control 1984, 4:39-48.
46. Keen Andrew The Cult of the Amateur: How Today's Internet Is Killing Our Culture 2007, Crown Business.
47. Keller Ed Unleashing the Power of Word of Mouth: Creating Brand Advocacy to Drive Growth. Journal of Advertising Research 2007, 47(4):448-452.
48. Kidd Robert F. Manipulation Checks: Advantage or Disadvantage?. Representative Research in Social Psychology 1976, 7(2):160-165.
49. Kline Rex B. Principles and Practice of Structural Equation Modeling 1998, Guilford Press, New York.
50. Kozinets Robert V., de Valck Kristine, Wojnicki Andrea C., Wilner Sarah J.S. Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing 2010, 74:71-89.
51. Lee Hyunmin, Park Sun- A., Lee YoungAh, Cameron Glen T. Assessment of Motion Media on Believability and Credibility: An Exploratory Study. Public Relations Review 2010, 36(3):310-312.
52. Liu Scott S., Stout Patricia A. Effects of Message Modality and Appeal on Advertising Acceptance. Psychology and Marketing 1987, 4(3):167-187.
53. Liu-Thompkins Yuping, Rogerson Michelle Rising to Stardom: An Empirical Investigation of the Diffusion of User-Generated Content. Journal of Interactive Marketing 2012, 26(2):71-82.
54. Luthje Christian Characteristics of Innovating Users in a Consumer Goods Field: An Empirical Study of Sport-Related Product Consumers. Technovation 2004, 24(9):683-695.
55. MacKinnon David P., Lockwood Chandra M., Hoffman Jeanne M., West Stephen G., Sheets Virgil A Comparison of Methods to Test Mediation and Other Intervening Variable Effects. Psychological Methods 2002, 7(1):83-104.
56. MacKinnon David P., Lockwood Chondra M., Williams Jason Confidence Limits for the Indirect Effect: Distribution of the Product and Resampling Methods. Multivariate Behavioral Research 2004, 39(1):99-128.
57. Matzler Kurt, Hinterhuber Hans H., Bailom Franz, Sauerwein Elmar How to Delight Your Customers. Journal of Product and Band Management 1996, 5(2):6-18.
58. McCracken Grant Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research 1989, 16:310-321.
59. Metzger Miriam J., Flanagin Andrew J., Medders Ryan B. Social and Heuristic Approaches to Credibility Evaluation Online. Journal of Communication 2010, 60(3):413-439.
60. Milliken Mary, Gibson Kerry L., O'Donnell Susan, Singer Janice User-Generated Online Video and the Atlantic Canadian Public Sphere: A YouTube Study. International Communication Association (ICA) Annual Conference 2008, International Communication Association (ICA), Montreal, Quebec.
61. Morgan Jessica, Farsides Tom Measuring Meaning in Life. Journal of Happiness Studies 2009, 10:197-214.
62. Mosocovici Serge Social Influence and Conformity. Handbook of Social Psychology: Special Fields and Applications 1985, 341-412. Random House, New York, NY. G. Lindzey, E. Aronson (Eds.).
63. Muñiz Albert M., Schau Hope Jensen Vigilante Marketing and Consumer-Created Communications. Journal of Advertising 2007, 36(3):187-202.
64. OECD Working Party on the Information Economy 2007.
65. Ohanian Roobina Construction and Validation of a Scale to Measure Celebrity's Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising 1990, 19:39-52.
66. Ohanian Roobina The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase. Journal of Advertising Research 1991, 31(1):46-54.
67. Oliver Richard L. A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research (JMR) 1980, 17(4):460-469.
68. Paek Hye-Jin, Hove Thomas, Jeong Hyun Ju., Mikyong Kim Peer or Expert?. International Journal of Advertising 2011, 30(1):161-188.
69. Perdue Barbara C., Summers John O. Checking the Success of Manipulations in Marketing Experiments. Journal of Marketing Research 1986, 23(4):317-326.
70. Petty Richard E., Cacioppo John T. Attitudes and Persuasion: Classic and Contemporary Approaches 1981, William C. Brown, Dubuque, IA.
71. Poorisat Thanomwong, Detenber Benjamin H., Viswanthan Vani, Nofrina Helen Perceptions of Credibility: A Comparison of User-Generated and Expert-Generated Websites. International Communication Association (ICA) Annual Conference 2008, International Communication Association (ICA), Chicago, IL.
72. Preacher Kristopher J., Hayes Andrew F. Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models. Behavior Research Methods 2008, 40(3):879-891.
73. Riegner Cate Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions. Journal of Advertising Research 2007, 47(4):436-447.
74. Rossiter John R. The C-Oar-Se Procedure for Scale Development in Marketing. International Journal of Research in Marketing 2002, 19(4):305.
75. Rossiter John R., Eagleson Geoff Conclusions from the Arf's Copy Research Validity Project. Journal of Advertising Research 1994, 34(3):19-32.
76. Rucker Derek D., Preacher Kristopher J., Tormala Zakary L., Petty Richard E. Mediation Analysis in Social Psychology: Current Practices and New Recommendations. Social and Personality Psychology Compass 2011, 5(6):359-371.
77. Schreier Margrit Please Help Me, All I Want to Know Is, Is It Real or Not? How Recipients View the Reality Status of the Blair Witch Project. Poetics Today 2004, 25(2):305-334.
78. Shrout Patrick E., Bolger Niall Mediation in Experimental and Nonexperimental Studies: New Procedures and Recommendations. Psychological Methods 2002, 7(4):422.
79. Slater Michael D., Rouner Donna How Message Evaluation and Source Attributes May Influence Credibility Assessment and Belief Change. Journalism & Mass Communication Quarterly 1996, 73(4):974-991.
80. Smith Donnavieve, Menon Satya, Sivakumar K. Online Peer and Editorial Recommendations, Trust, and Choice in Virtual Markets. Journal of Interactive Marketing 2005, 19(3):15-37.
81. Smith Andrew N., Fischer Eileen, Yongjian Chen How Does Brand-Related User-Generated Content Differ across Youtube, Facebook, and Twitter?. Journal of Interactive Marketing 2012, 26(2):102-113.
82. Sun Tao, Youn Seounmi, Guohua Wu., Kuntaraporn Mana Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences. Journal of Computer-Mediated Communication 2006, 11:1104-1127.
83. Sussan Fiona, Gould Stephen, Weisfeld-Spolter Sur Location, Location, Location: The Relative Roles of Virtual Location, Online Word -of-Mouth. (eWom) and Advertising in the New-Product Adoption Process. Advances in Consumer Research 2006, 33:649-650.
84. The Nielsen Company Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most 2009, Global Online Consumer Survey.
85. Tormala Zakary L., Brinol Pablo, Petty Richard E. When Credibility Attacks: The Reverse Impact of Source Credibility on Persuasion. Journal of Experimental Social Psychology 2006, 42(5):684-691.
86. Urban Glenn L., Hauser John R. Design and Marketing of New Products 1993, Prentice-Hall, Hemel Hempstead.
87. van Noort Guda, Voorveld Hilde A.M., van Reijmersdal Eva A. Interactivity in Brand Web Sites: Cognitive, Affective, and Behavioral Responses Explained by Consumers' Online Flow Experience. Journal of Interactive Marketing 2012, 26(4):223-234.
88. Wilson Elizabeth, Sherrell Daniel Source Effects in Communication and Persuasion Research: A Meta-Analysis of Effect Size. Journal of the Academy of Marketing Science 1993, 21(2):101-112.
89. Zhao Xinshu, Lynch John G., Chen Qimei Reconsidering Baron and Kenny: Myths and Truths About Mediation Analysis. Journal of Consumer Research 2010, 37:197-206.