ANALYZING THE EFFECT OF SOURCE CREDIBILITYDIMENSIONS ON PURCHASE INTENTION: AN EMPIRICAL STUDY

Abstract

It is must to a marketer to indulge his self to identify that what consumers percept about the companyâs
advertisement message credibility and as well as what factor in that message would influences them most.
By intensive literature review the three higher order factors as part of message source credibility are
considered in the present study, they are message trustworthiness, message expertness and message
attractiveness. An empirical examination was performed through a survey by considering the sample size
of 139 respondents who purchase apparels. Descriptive and inferential statistical techniques are
performed such as factor analysis and multiple regressions and also consumerâs educational
qualification was determined as control variable. Observations are presented and discussions are made
as per the results.