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
Date of Defense 2009-12-07 Availability unrestricted AbstractFor 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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