understanding the relationship between brand credibility and purchase intentions in service sector of Pakistan. The results are …The current study empirically examine the interrelationship between service brand credibility, attitude toward brand … Pakistan. Linear regression and Sobel test are used to examine the proposed hypotheses. The results reveal that both brand …

using the technology acceptance model (TAM), and to examine the effect of mobile app usefulness, authenticity, credibility … interaction between the food vloggers and their audience in the comment column. Credibility affects the consumers’ values and … attitudes towards the product being reviewed. The credibility characteristic of a source has long been believed to be able to …

judgments. We find that source credibility moderates the effect of correction on confidence: correction decreases confidence … when a product recommendation comes from a high credibility source but increases confidence when the same message comes … from a low credibility source. As a result, correction increases the effectiveness of recommendations from low credibility …