Impact of credibility on the effectiveness of online content in the plus-size market
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Abstract
Purpose: To analyze the effect of a content creator’s credibility and social media content on the effectiveness of social media content in the plus-size market.
Methodological design: A quantitative, causal-explanatory study was conducted on a sample of n = 214 Mexican women from the plus-size market. A 40-item questionnaire was applied, and the data were analyzed using the structural equation modeling technique (PLS-SEM).
Results: The credibility of a content creator and social media content about plus-size clothing impacts the perceived usefulness of such information, which in turn affects the adoption of this information and the purchase intention for these garments.
Research limitations: This study was conducted with women from certain states of the Mexican Republic through online data collection; therefore, the results cannot be generalized.
Findings: The results of this research contribute to theories of credibility and the Information Adoption Model. Moreover, they provide further knowledge about the plus-size consumer sector, which represents a significant portion of the population. This market requires the adoption and use of credible messages and communicators in future purchase decisions.
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