...Dongyeon Kim; Kyuhong Park Purpose Grounded in source credibility and trust-transfer theories, this study investigates how a Verified Purchase Scheme (VPS) enhances the sales’ predictiveness of ratings’ valence and reshapes reviewer behavior, while identifying situational uncertainty as a crucial...

...Mazzini Muda; Muhammad Iskandar Hamzah Purpose In spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory...

...Patricia R. Todd; Joanna Melancon Purpose The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of particular interest is gender differences based on the gender...