AN EXPERIMENTAL STUDY OF THE ROLE OF BRAND STRENGTH IN THE RELATIONSHIP BETWEEN THE MEDIUM OF COMMUNICATION AND PERCEIVED CREDIBILITY OF THE MESSAGE

摘要

Does a message on the Internet have less credibility than an equivalent message in conventional print media? What is the role of brand strength in the relation between the medium of communication and perceived credibility of the message? We address these questions through an experimental study. The results show that a message on the Internet has less credibility than the same message in print. For messages of strong brands, however, there is no significant difference in their credibility between the Internet and print media.