Multiple source credibility: A study on the marketing psychological perspective

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.