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