Source credibility
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Source credibility is the perception that the source of a message is credible in terms of their objectivity and expertise, their personal motives and reasons to be involved, and the level of trust that can be placed in what the source says or does.
Definitions
According to the Marketing Communications by Fill (5th edition),
- Source credibility. The perception that the source of a message is credible in terms of their objectivity and expertise, their personal motives and reasons to be involved, and the level of trust that can be placed in what the source says or does.
