Edited By Aydemir Okay
This book aspires to make an expedient contribution to the trust-based body of knowledge. Various disciplines analyze the notion of "trust", by addressing it from their own perspectives. The fact that the importance of multilevel and cross-level perspectives is gaining increasing attention in communication management has led to a call for examining trust across levels of communication analysis. The authors approach trust from the standpoint of different sub-branches of communication discipline, including brand management, public relations research, comparative advertising, health communication, political communication and digital communication. In addition, this book provides empirical evidence from a wide range of cases in Turkey, seeking to both reveal the existing situation in details and open up a world of new questions and lines of enquiry to pursue for future research.
Gül Şener-Eda Öztürk-Hasan Kemal Suher - Instaplacement and Its Effect on the Perceived Source Credibility of Instabloggers: A Study on University Students
| 317 →
Gül Şener-Eda Öztürk-Hasan Kemal Suher
Instaplacement and Its Effect on the Perceived Source Credibility of Instabloggers: A Study on University Students
Abstract As the reach and attractiveness of digital media increased among youths, marketers try to include more digital advertising formats into their communication mix to target younger consumers. At the intersection of entertainment and advertisements, Instagram became a popular venue for brands’ product placement activities. The current study examined the relation between product placements in Instagram, namely Instaplacement and source credibility judgements of university students toward Instabloggers. Prominence, placement intensity and interactivity are examined as the influencing factors and their effect on perceived source credibility had been revealed. The categories of the Instagram account, brand origin and product involvement are also included into the research as the independent variables.
Digital media have not only changed people’s relationship with information but also with sources from where they get the information. Present youth who are also called “digital natives” are different to their predecessors in terms of their information seeking habits and behavior (Harvardedu, 2013). “The impact of growing up digital is that more and more of the information that drives our daily lives is provided, assembled, filtered, and presented by sources that are largely unknown to us, or known to us primarily in nontraditional ways” (Flanagin & Metzer, 2008: 6). In that sense, Instabloggers can be seen as one of the nontraditional sources of information and the new gatekeepers...
You are not authenticated to view the full text of this chapter or article.
This site requires a subscription or purchase to access the full text of books or journals.
Do you have any questions? Contact us.Or login to access all content.