Whose Idea was that? A Study Investigating the Effect of the Source of Inspiring Content on Purchase Intentions

Abstract

The overall objective of this research project was to determine whether inspiring content from an external source has a significantly higher impact on purchase intentions for less involved participants because it is perceived as more credible. Specifically, this thesis investigated the moderating role of involvement on purchase intentions when inspiring content came from an external (i.e. consumer-generated) source. This thesis also examined whether the moderating effect of involvement was transmitted through source credibility (the mediator). Involvement was found to have an impact on purchase intentions when inspiring content came from an external source, and purchase intention scores were higher among low-involvement participants (vs. high-involvement participants). The results also demonstrated that purchase intention scores were higher among low-involvement participants who saw an external source instead of an internal source. These findings have important implications for marketing managers because they suggest the conditions under which marketers should rely on consumer-generated content to persuade consumers.