Title page for ETD etd-01132010-125038

Type of Document Master's Thesis
Author Forbes, Jeffrey Evan
URN etd-01132010-125038
Title Measuring Consumer Perceptions of Credibility, Engagement, Interactivity and Brand Metrics of Social Network Sites
Degree Master of Mass Communication (M.M.C.)
Department Mass Communication
Advisory Committee
Advisor Name Title
Porter, Lance Committee Chair
Nelson, Richard A. Committee Member
Yu, Jay Committee Member
Keywords
  • social network sites
  • brand metrics
  • advertising
  • marketing
  • website
  • credibility
  • online
  • interactivity
  • engagement
Date of Defense 2009-12-07
Availability unrestricted
Abstract
For advertisers looking to include online media in their marketing strategies, consumer

perceptions of Web sites become increasingly important. This study examined three types of

endorsement in an online setting. To accommodate the many voices of a social network site, this

study employed a new form of endorsement, a social-network endorsement, to account for the

collective opinions and feedback of social network site members. Using an experimental design,

this study tested the credibility, engagement, and interactivity of three types of endorsements: a

corporate endorsement, a third-party endorsement and a social-network endorsement. Two

hundred fifty-one participants examined one of three sites, a corporate site, a blog and a

Facebook group page, to determine if Web site source affected credibility, engagement,

interactivity, attitude toward the Web site, brand attitudes, and purchase intentions. Findings

indicated consumers regard corporate Web sites with more credibility and find them more

engaging and interactive. Credibility also increased positive attitudes towards the Web sites.

Subjects also rated Facebook more trustworthy and engaging than the blog. However, none of

the different endorsements influenced brand attitudes or purchase intentions.
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