Multiple source credibility: A study on the marketing effectiveness of online comment leaders from a psychological perspective

Subjects: Management Science >> Other Disciplines of Management Science submitted time 2022-11-23 Cooperative journals: 《2022年第三届传播、创新和经济管理国际研讨会》

Zhang Bing Liu Lulu

Abstract： This paper focuses on the effect of online comment leader phenomenon on product marketing in the era of new media, explores the influence of multiple information sources and credibility of information sources on consumers' cognition and purchase intention. Through questionnaire survey and data analysis, this study found that online comment leaders generally have high credibility and can exert certain influence on both first-time consumers and non-first-time consumers. In the presence of multiple information sources, the influence of online comment leaders on consumers tends to depend on the quantity rather than the content. This research has certain significance for the development of product marketing means of network platform.

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