The Effects of Expert and Consumer Endorsements on Audience Response

By Alex Wang. Journal of Advertising Research, 2005

98 citations recorded by the source corpus.

ABSTRACT This study examines the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus affects this process. The results suggest that positive expert and consumer endorsements both enhance audiences' attitudes toward the endorsed product. However, positive consumer endorsements and higher perceived credibility of consumer endorsements, rather than expert endorsements, enhance audiences' behavioral intents when audiences are already interested in the endorsed product.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/27f6b61c2036468d3fc8eb0f49cf362360f4c63e

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Sylvia M. Chan-Olmsted
2. Min Xiao
3. Rang Wang

In Organizational Behavior and Human Resource Management

1. Sylvia M. Chan-Olmsted
2. Min Xiao
3. Rang Wang

In Sociology and Political Science

1. Sylvia M. Chan-Olmsted
2. Min Xiao
3. Rang Wang

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• Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model (2018, background): “monials) as a branding strategy verifies the power of social influence in marketing (Wang, 2005a).”