Title

Company Spokesperson vs. Customer Testimonial: Investigating Quoted Spokesperson Credibility and Impact in Business-to-business Communication

Department

Communication

Document Type

Article

Publication Date

9-2013

Abstract

Highlights: [•] Partial support for greater credibility of customer rather company spokesperson. [•] Quoting a customer adds credibility to business audience's perception of an article. [•] Attitude toward product more positive when information quotes customer spokesperson. [•] Spokespersons trusted more by businesspeople with low expertise than high expertise.