{"title":"透过党派的镜子:社交媒体上未经证实的负面品牌信息的不对称可信度和说服效应的证据","authors":"Niek Althuizen","doi":"10.1080/00913367.2023.2261027","DOIUrl":null,"url":null,"abstract":"AbstractOnline disinformation often plays to partisan identities to grab attention and elicit strong reactions in polarized societies. In this research note, the perceived credibility and persuasiveness of unverified negative information about brands posted on social media and the role therein of congruencies among the partisan identity of the self, the source of information, and the brand (i.e., liberal versus conservative) are investigated. Following marketing research on “identity congruency” and “motivated reasoning” effects, three experiments demonstrate that self-source, self-brand, and source-brand partisan identity (in)congruencies can influence the credibility and persuasiveness of unverified negative brand information. However, the observed partisan identity (in)congruency effects were found to be asymmetric; that is, their nature or magnitude was dependent on whether liberal or conservative partisan identities were involved. This research note also emphasizes that unverified negative brand information posted on social media can have a substantial impact on brand evaluations, even if consumers doubt its veracity. These findings are relevant not only for advertisers (on social media) and brand managers but also for researchers who study online disinformation. It is hoped that this research note will lead to further research on the nature and drivers of asymmetric partisan identity (in)congruency effects in advertising and other communications contexts. AcknowledgementsThe author is grateful to the Editor, Associate Editor, and two anonymous reviewers for their suggestions to improve this research note. The author also thanks Negin Latifi, Sakshi Aggarwal, Sourjo Mukherjee, and Stefan Bernritter for their input, suggestions, and help with setting up and analyzing the results of earlier studies that informed this article.Disclosure StatementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsNiek AlthuizenNiek Althuizen (PhD, Rotterdam School of Management) is an associate professor, Department of Marketing, Sales, and Communication, Montpellier Business School.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.4000,"publicationDate":"2023-11-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Through the Partisan Looking Glass: Evidence of Asymmetric Credibility and Persuasion Effects of Unverified Negative Brand Information on Social Media\",\"authors\":\"Niek Althuizen\",\"doi\":\"10.1080/00913367.2023.2261027\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"AbstractOnline disinformation often plays to partisan identities to grab attention and elicit strong reactions in polarized societies. In this research note, the perceived credibility and persuasiveness of unverified negative information about brands posted on social media and the role therein of congruencies among the partisan identity of the self, the source of information, and the brand (i.e., liberal versus conservative) are investigated. Following marketing research on “identity congruency” and “motivated reasoning” effects, three experiments demonstrate that self-source, self-brand, and source-brand partisan identity (in)congruencies can influence the credibility and persuasiveness of unverified negative brand information. However, the observed partisan identity (in)congruency effects were found to be asymmetric; that is, their nature or magnitude was dependent on whether liberal or conservative partisan identities were involved. This research note also emphasizes that unverified negative brand information posted on social media can have a substantial impact on brand evaluations, even if consumers doubt its veracity. These findings are relevant not only for advertisers (on social media) and brand managers but also for researchers who study online disinformation. It is hoped that this research note will lead to further research on the nature and drivers of asymmetric partisan identity (in)congruency effects in advertising and other communications contexts. AcknowledgementsThe author is grateful to the Editor, Associate Editor, and two anonymous reviewers for their suggestions to improve this research note. The author also thanks Negin Latifi, Sakshi Aggarwal, Sourjo Mukherjee, and Stefan Bernritter for their input, suggestions, and help with setting up and analyzing the results of earlier studies that informed this article.Disclosure StatementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsNiek AlthuizenNiek Althuizen (PhD, Rotterdam School of Management) is an associate professor, Department of Marketing, Sales, and Communication, Montpellier Business School.\",\"PeriodicalId\":48337,\"journal\":{\"name\":\"Journal of Advertising\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":5.4000,\"publicationDate\":\"2023-11-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Advertising\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/00913367.2023.2261027\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/00913367.2023.2261027","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Through the Partisan Looking Glass: Evidence of Asymmetric Credibility and Persuasion Effects of Unverified Negative Brand Information on Social Media
AbstractOnline disinformation often plays to partisan identities to grab attention and elicit strong reactions in polarized societies. In this research note, the perceived credibility and persuasiveness of unverified negative information about brands posted on social media and the role therein of congruencies among the partisan identity of the self, the source of information, and the brand (i.e., liberal versus conservative) are investigated. Following marketing research on “identity congruency” and “motivated reasoning” effects, three experiments demonstrate that self-source, self-brand, and source-brand partisan identity (in)congruencies can influence the credibility and persuasiveness of unverified negative brand information. However, the observed partisan identity (in)congruency effects were found to be asymmetric; that is, their nature or magnitude was dependent on whether liberal or conservative partisan identities were involved. This research note also emphasizes that unverified negative brand information posted on social media can have a substantial impact on brand evaluations, even if consumers doubt its veracity. These findings are relevant not only for advertisers (on social media) and brand managers but also for researchers who study online disinformation. It is hoped that this research note will lead to further research on the nature and drivers of asymmetric partisan identity (in)congruency effects in advertising and other communications contexts. AcknowledgementsThe author is grateful to the Editor, Associate Editor, and two anonymous reviewers for their suggestions to improve this research note. The author also thanks Negin Latifi, Sakshi Aggarwal, Sourjo Mukherjee, and Stefan Bernritter for their input, suggestions, and help with setting up and analyzing the results of earlier studies that informed this article.Disclosure StatementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsNiek AlthuizenNiek Althuizen (PhD, Rotterdam School of Management) is an associate professor, Department of Marketing, Sales, and Communication, Montpellier Business School.
期刊介绍:
The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.