This paper investigates the influence of perceived source credibility on the effectiveness of health-related public service announcements (PSAs) and electronic word-of-mouth (eWOM) communications. Findings indicate that online commenters who are perceived to be credible are instrumental in...

The consumers’ life environment has become more and more invaded by advertising communications. The considerable investments in advertising and publicity activities must be identified in the positive modifications of consumers’ behaviours, under cognitive, affective and conative aspect. The...