Document Type

Conference Proceeding

Conference Track

General Papers

Publication Date

2016

Abstract

With the growing presence of the internet, it is difficult for consumers to separate valuable information from useless information, and for marketers to determine what information consumers deem valuable. This paper aims to discover which message source - Corporate, Social, or Independent - is most trustworthy in the eyes of consumers. Corporate sources include paid platforms such as the company’s website and social media channels managed by the company, social sources include reviews posted on social media platforms by unpaid users who are not directly associated with the company, and independent sources include reviews from online articles, specialized publications, discussion forums, etc. To test the trustworthiness of these sources we compiled and distributed an online survey that would gather the attitudes and opinions of consumers on each source. Our findings showed that consumers favor independent sources over social sources, but favor both social and independent sources over corporate ones.

About the Authors

Mackenzie Sawyer

Mackenzie Sawyer is a Graduate student at Florida State University, working toward her Master’s Degree in Integrated Marketing Communication. Her research interests are in Consumer Behavior, Cause-related Marketing, and Multicultural Marketing.

Nick Sellers

Nick Sellers is in his final semester of graduate school at Florida State University. Upon completion of his degree program, he will have earned a Master’s of Science in Marketing and Communications. Currently, Nick also works for the State of Florida and in his spare time enjoys reading a good book and spending time with his wife.

Rhett Coleman

Rhett Coleman received his Master’s of science in Integrated Marketing Communication at Florida State University. He is currently starting on his media career as an associate producer at a local news station.

Jaejin Lee, Ph. D.

Jaejin Lee, Ph.D., received a Master’s Degree in Advertising, as well as her PhD in Mass Communications, from the University of Florida. Dr. Lee is currently an assistant professor at Florida State University. Her research interests include Consumer Behavior, Branding, Strategic Marketing, Cause-related Marketing, Social Marketing, New Media, and Health Communication.


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Digital Commons@Georgia Southern License

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