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It provides fuzzy programming approach to solve real-life decision problems in fuzzy environment. Within the framework of credibility theory, it provides a self-contained, comprehensive and up-to-date presentation of fuzzy programming models, algorithms and applications in portfolio analysis.

As the use of Internet is getting more widespread and people are putting more trust on the Internet-based information, a new form of word of mouth termed as electronic word of mouth (E-WOM) has been developed. People receive E-WOM messages from social media, consumer review sites, discussion forums etc. Researches say that people tend to rely on E-WOM messages as much as they do on personal word of mouth. But what variables influence E-WOM credibility? After conducting an intensive background research on this topic this study has been able to identify certain variables such as E-WOMs quantity, polarity, logic and articulation, source and users prior knowledge/expertise that affect E-WOM credibility. Based on the identified variables a survey was conducted on the students of 10 private and public universities of Bangladesh with a view to measure the effect of those variables on the E-WOM credibility. The regression analysis result indicates the quantity of E-WOM and the source of E-WOM has significant impact on E-WOM credibility. While, the designed model overall with all the included variables came strongly significant in explaining E-WOM credibility. In addition, to measure the internal consistency and correlation of the variables Cronbachs Alpha technique and correlation analysis are also conducted which have brought satisfactory outcome. From a strategic point of view, this study is useful for the modern marketers who want to use E-WOM to promote their products or services. By focusing on the predictor variables which have impact on E-WOM credibility, they can be able to enhance the effectiveness of their marketing strategy with a very cost efficient and a time savvy manner.

Purpose This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is mediated by green brand credibility. It also examines the moderating effects of eco-label credibility and consumer knowledge on green information quality dimensions and green brand credibility relationships. Design/methodology/approach Using a structured questionnaire on environmentally-friendly electrical goods/electronics, cosmetic and apparel product advertisements, involving an elaboration task, this study collected usable data from 1,282 Indian consumers across 50 cities. It also undertook an assessment for three different product groups using structural equation modelling to examine proposed hypotheses and assessed moderated mediation using the Hays process model. Findings The study indicates that: green brand credibility mediates the effects of green information quality dimensions on green brand evaluation; consumer knowledge moderates the effects of persuasiveness and completeness on green brand credibility and eco-label credibility moderates the effects of persuasiveness and credibility on green brand credibility. Research limitations/implications In green information processing, this study supports the relevance of the elaboration likelihood model and the mediation effect of green brand credibility. It also presents evidence that credible eco-labels enhance green information processing. While the results are broadly consistent across the three product categories, the results may only generalizable to the environmentally-aware urban populations. Practical implications Help brand managers to design advertisements that add brand credibility in environmentally-aware urban markets. Originality/value It helps to define green information quality and the interacting effects of eco-label credibility and consumer knowledge in green information processing.

PurposeThe purpose of this systematic literature review was to collect and review the studies published worldwide in English language presenting the persuasive role of information/content credibility (IC) on the information adoption behavior (IAB) of social media users.Design/methodology/approachThe relevant literature was searched by the reviewers from two specialized databases, i.e. Library, Information Science and Technological Abstract (LISTA) and Library and Information Science Abstracts (LISA), whereas five general databases, i.e. Emerald, Springer Link, Taylor and Francis Online, ProQuest Dissertations and Theses Global and Google Scholar, using the Internet (portal) services available at the two Pakistani universities, i.e. University of Sargodha and the University of the Punjab. The search was updated in February 2022.FindingsThe results of this study revealed that there was a significant impact of IC over the IAB of social media users.Originality/valueThis study is the first of its nature that aims to collect and present a systematic review of the literature based on empirical evidence of the influential role of IC on the IAB of social media users.

Purpose This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image. Design/methodology/approach A qualitative approach was used. Ten interviews and four focus groups were conducted among participants drawn from the London area. The data was analysed using thematic analysis. Findings The findings suggest that advertising credibility is defined using terms like accurate, caring, competent, complete, convincing, ethical, honest, impressive, promising, reliable and warranted. The findings also suggest that advertising credibility has a positive effect on brand credibility, brand image, corporate credibility and corporate image. However, these effects are lower when the brand and corporation have different names than when they have similar names. The dissimilarity of names can also provide some benefit, especially when brands or firms are faced with a crisis. The findings also illustrate that the theoretical model used in this study is valid, and suggest that advertising credibility has positive effects on other constructs. Originality/value Advertising credibility has received little attention in the literature. There is also little attention on its effects on other credibility constructs. This study minimises these gaps by conducting qualitative research to explore the effects of advertising credibility on brand credibility, corporate credibility and corporate image.

Research Summary We used interviews with elite informants as a case study to illustrate the need to expand the discussion of transparency and replicability to qualitative methodology. An analysis of 52 articles published in Strategic Management Journal revealed that none of them were sufficiently transparent to allow for exact replication, empirical replication, or conceptual replication. We offer 12 transparency criteria, and behaviorally‐anchored ratings scales to measure them, that can be used by authors as they plan and conduct qualitative research as well as by journal reviewers and editors when they evaluate the transparency of submitted manuscripts. We hope our article will serve as a catalyst for improving the degree of transparency and replicability of future qualitative research. Managerial Summary If organizations implement practices based on published research, will they produce results consistent with those reported in the articles? To answer this question, it is critical that published articles be transparent in terms of what has been done, why, and how. We investigated 52 articles published in Strategic Management Journal that reported interviewing elite informants (e.g., members of the top management team) and found that none of the articles were sufficiently transparent. These results lead to thorny questions about the trustworthiness of published research, but also important opportunities for future improvements about research transparency and replicability. We offer recommendations on 12 transparency criteria, and how to measure them, that can be used to evaluate past as well as future research using qualitative methods.

PurposeThis study aims to conceptualize the relationship of perceived artificial intelligence (AI) credibility with consumer-AI experiences. With the widespread deployment of AI in marketing and services, consumer-AI experiences are common and an emerging research area in marketing. Various factors affecting consumer-AI experiences have been studied, but one crucial factor – perceived AI credibility is relatively underexplored which the authors aim to envision and conceptualize.Design/methodology/approachThis study employs a conceptual development approach to propose relationships among constructs, supported by 34 semi-structured consumer interviews.FindingsThis study defines AI credibility using source credibility theory (SCT). The conceptual framework of this study shows how perceived AI credibility positively affects four consumer-AI experiences: (1) data capture, (2) classification, (3) delegation, and (4) social interaction. Perceived justice is proposed to mediate this effect. Improved consumer-AI experiences can elicit favorable consumer outcomes toward AI-enabled offerings, such as the intention to share data, follow recommendations, delegate tasks, and interact more. Individual and contextual moderators limit the positive effect of perceived AI credibility on consumer-AI experiences.Research limitations/implicationsThis study contributes to the emerging research on AI credibility and consumer-AI experiences that may improve consumer-AI experiences. This study offers a comprehensive model with consequences, mechanism, and moderators to guide future research.Practical implicationsThe authors guide marketers with ways to improve the four consumer-AI experiences by enhancing consumers' perceived AI credibility.Originality/valueThis study uses SCT to define AI credibility and takes a justice theory perspective to develop the conceptual framework.

Previous research related to online donations has not addressed the importance of the credibility of the three main components of online donation: campaigns, websites, and donation organizations through a credibility transfer mechanism. This model can later determine the factors that influence a person's desire to donate online based on the credibility of campaigns, websites, and organizations. Each of these factors is then attached to the Elaboration Likelihood Model (ELM) theory, which explains the process of someone elaborating a message through a central route or a peripheral route. Respondents who can fill out this questionnaire are the general public who have read at least one description of the donation campaign on the Kitabisa website. The questionnaire results were processed using PLS-SEM statistical analysis with SmartPLS software version 3.2.6 based on questionnaire data from 503 respondents. PLS-SEM is generally used to develop theory in exploratory research by explaining the variance of the dependent variables when evaluating the model. The analysis results found that online donation intention was directly influenced by campaign credibility. In addition, there are two credibility transfer processes found in this study, namely, between website credibility and campaign credibility and between organizational credibility and website credibility.

This thesis investigates the effect of communication format on the understanding of uncertainty communications and considers the implications of these findings for a communicator’s perceived credibility. The research compares five formats: verbal probability expressions (VPEs; e.g., ‘unlikely’); numerical expressions – point (e.g., ‘20% likelihood’) and range estimates (e.g., ‘10–30% likelihood’); and mixed expressions in two orders (verbal-numerical, e.g., ‘unlikely [20% likelihood]’ and numerical-verbal format, e.g., ‘20% likelihood [unlikely]’). Using the ‘which-outcome’ methodology, we observe that when participants are asked to estimate the probability of the outcome of a natural hazard that is described as ‘unlikely’, the majority indicate outcomes with a value exceeding the maximum value shown, equivalent to a 0% probability. Extending this work to numerical and mixed formats, we find that 0% interpretations are also given to communications using a verbal-numerical format (Chapter 2). If ‘unlikely’ is interpreted as referring to events which will never occur, there could be implications for a communicator’s perceived credibility should an ‘unlikely’ event actually occur. In the low probability domain, we find a communicator who uses a verbal format in their prediction is perceived as less credible and less correct than one who uses a numerical format. However, in the high probability domain (where a ‘likely’ event does not occur) such an effect of format is not consistently observed (Chapter 3). We suggest ‘directionality–outcome congruence’ can explain these findings. For example, the negatively directional term ‘unlikely’ led to harsher ratings because the outcome was counter to the original focus of the prediction (i.e., on its non-occurrence). Comparing communications featuring positively and negatively directional VPEs, we find that communicators are perceived as less credible and less correct given directionality–outcome incongruence (Chapter 4). Our findings demonstrate the influence of pragmatics on (a) the understanding of uncertainty communications and (b) perceived communicator credibility.

Consumers in Western markets are increasingly critical towards globalization and re-embrace local values. Companies thus must decide whether to continue to pursue global branding strategies and/or rejuvenate local branding strategies. To explore the implications of market globalization for consumer preferences, we use signaling theory to investigate the role of perceived brand globalness (PBG) and brand localness (PBL) as signals of brand credibility, related downstream effects and boundary conditions, across two countries with differing levels of globalization. In globalized markets, PBG is a weaker signal of brand credibility than PBL, whereas in globalizing markets, the two signals are of equal importance.