Trust and source credibility in consumer engagement : a fashion blog perspective. (2015)
Type of ContentTheses / Dissertations
Degree NameMaster of Commerce
PublisherUniversity of Canterbury
The purpose of this study was to explore the role of trust and credibility in consumer engagement (CE), as well the dimensions of consumer engagement relevant within the fashion blog context. A netnographic approach was applied, analyzing the content of a sample of influential fashion blogs, allowing themes to emerge from the data. The findings supported previous literature on trust and source credibility and confirmed the relevance of trust and credibility as an antecedent to engagement. A conceptual model was developed as an analytical tool for exploring the different dimensions of consumer engagement and by integrating social identity theories; this study provides further insight into the previously unsupported social dimension of CE. The findings of this study also led to the discovery of three dimensions of CE unique to the fashion blog context, cognitive behaviours, social behaviours, and social cognition. Overall, this thesis provided further insight into the developing theory of consumer engagement and validates fashion bloggers as an effective channel for marketing communications.
RightsAll Rights Reserved
Showing items related by title, author, creator and subject.
Influencing consumer perceptions of a social issue: an experiment on the effects of credibility of the source, message sidedness and inward/outward focus on consumer attitudes toward genetically modified foods. Renton, Michelle Susan (University of Canterbury. Management, 2008)This thesis aims to increase understanding of New Zealand consumer reactions to messages promoting genetically modified food products (GMFs) and to determine how the manipulation of three persuasion variables, message ...
Aporosa, S. Apo; Forde, Jacinta (Macmillan Brown Centre for Pacific Studies, 2019)The Pacific “cultural keystone species” (Garibaldi & Turner, 2004, pp.1,5) kava is uniquely linked with notions of mana (spiritual power) and used to infuse efficacy into celebrations and life events. The drink, made ...
Inthiran A (2020)Introduction. Health information searching is a popular activity conducted on the Internet. However, the focus of past research studies have been on health consumers from the western world. Thus, there is a gap of information ...