Dimensions of Believability of Brand News: an Exploratory Study
This research explores the factors that shape consumer believability toward brand news on digital platforms. What are the cues consumers look to evaluate the authenticity of any brand communication? What kind of brand message is considered as highly believable? We identified eight dimensions that shape consumers' perception of brand news.
Citation:
Kshitij Bhoumik (2020) ,"Dimensions of Believability of Brand News: an Exploratory Study", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1222-1222.
Authors
Kshitij Bhoumik, Texas Tech University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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