Source, message and medium? The role of personal values in forming credibility perceptions of non-sponsored product review videos

Ghadeer R. Alsaeed, Kathleen Anne Keeling, Panagiotis Sarantopoulos, Eman Gadalla

Research output: Contribution to journalArticlepeer-review

20 Downloads (Pure)


Purpose: This research investigates an integrated, holistic assessment of the characteristics by which consumers judge non-sponsored product review video (PRV) source, message and medium components as credible, and how these are linked to personal values for a deeper understanding of multidimensional credibility assessments of PRVs.

Design/methodology/approach: Employing a means-end approach, we draw on credibility theory and the persuasion knowledge model to analyse data from twenty-one in-depth semi-structured laddering interviews.

Findings: First, we demonstrate distinctive contributions of the video modality towards PRV credibility assessments and the interplay between specific PRV characteristics, cognitive and socio-emotional consequences, and personal values in an ongoing process of credibility assessment. Second, high persuasion knowledge creates awareness of the potential phoniness of the market, revealing a dark side to PRV use even in non-sponsored PRV seemingly created and shared as an act of benevolent concern between consumers.

Originality: This work advances credibility theory in the PRV context by examining how non-sponsored PRVs are evaluated as credible, by highlighting consumer persuasion knowledge and scepticism and including the holistic effects of the interplay between source, message and video format characteristics, and by linking these to consumers’ goals and values.

Practical implications: This research offers practical implications for reviewers and brand managers to leverage the unique informational values of video by focusing on the interplay between credibility attributes and customer values.
Original languageEnglish
JournalEuropean Journal of Marketing
Early online date24 Apr 2023
Publication statusE-pub ahead of print - 24 Apr 2023


  • user-generated content
  • product review videos
  • social media
  • source credibility
  • message credibility
  • personal values
  • persuasion knowledge


Dive into the research topics of 'Source, message and medium? The role of personal values in forming credibility perceptions of non-sponsored product review videos'. Together they form a unique fingerprint.

Cite this