Mahapatra, Sabita; Mishra, Abhishek - In: Marketing Intelligence & Planning 35 (2017) 5, pp. 594-610
Purpose The purpose of this paper is to examine the influence of source credibility, message credibility and tie … represents a unique effort to focus on the combined effects of message credibility, source credibility and tie strength on … modelling. Data were collected online, using a random sample of 324 respondents in India. Findings Findings indicate that source …