Factors influencing source credibility- qualitative findings

Before the focus group discussions were conducted, some factors that might have an influence on source credibility have been assumed, which have been presented in chapter 3.1. Table 6 shows a summary of what participants said regarding the single factors. The majority of factors could be supported, however, some had to be rearranged for the formulated hypotheses. Table 7 shows the assumed factors that had to be confirmed and their characteristics and if they could be supported by the focus groups.

60 Sponsored • Influencers still have to earn their money

somehow

• You just know it if someone is sponsored

• It is distorted if it´s sponsored

• Not something bad, still they have to be transparent

• Incredible if it is commercially oriented

• Did not know that opinion is also paid

• You cannot trust sponsored statements 100%

• If someone is not sponsored and praises a product, it must be really good

Transparency • it is good when they are transparent

• it makes a difference

• asses statements better

• transparent- more credible

• not transparent about sponsorship distorts the results

Product fit • ridiculous

• It hurts their image

• fitness industry you should stay there

• Absolutely no interest in it

Consistency • Depends on why they change the sponsor

• Depends on how often- once every couple of years is fine

• If he or she is honest about the sponsor change it is ok

• reasons why

• A person represents a certain brand, if they change it this is weird

Table 6: Factors that influence source credibility

61 The first factor that had to be discussed was if sponsorships (being paid for

promoting products) have an influence on source credibility. Especially if people make a difference between paid social media influencers, unpaid sponsorships and social media influencers that promote products without being paid or supported by a company. The differences between the three characteristics were not stated in the first question. However, they were explained during the discussion, since participants did not know the differences and were not aware of the consequences (opinion of sponsored social media influencers is dependent on company´s rules and obligations). Surprisingly, the consens of the group was that being sponsored per se does not influence the credibility of a social media influencer.

The groups were of the opinion that social media influencers have the right to be paid due to their work they put in their channels and due to the information they provide. However, participants also stated that they automatically perceive information from a sponsored social media influencer differently than from an unsponsored one. Participants said that they start from the premise that the statements from sponsored social media influencers are “distorted”

and that “one cannot believe it to a 100%” ³⁵¹. Furthermore, they assume that if a social media influencer is not sponsored and still promotes and praises a product that the product itself must be of good quality. The reason for is that the influencer has spent his own money on the product. When participants were introduced to the differences and that the opinion is also paid when social media influencers are sponsored, they changed their attitudes. They stated that if the opinion is paid, this would have a major effect on the credibility of social media influencers.

The most important factor that participants mentioned was transparency. As mentioned before, there is a difference made between sponsored and not sponsored social media influencers in terms of credibility. However, as long as they are transparent about the sponsorship, credibility is perceived higher than if social media influencers were deceptive.

Respondents stated that then they can better assess statements.

The third factor that was being discussed was the product fit. Since the topic of the focus group discussion were social media influencers in the fitness industry, respondents were asked about what they think about social media influencers that promote products not related to fitness for example tooth paste or watches. All respondents said that they think promoting non fitness- related products is ridiculous and unnecessary. The community of a social media influencer in the fitness industry has no interest in products with no relation to fitness, since they expect from their influencer to post fitness contents and to give fitness advice. Hence, participants were of the opinion that promoting non fitness related products or in general, promoting products that do not fit the field of expertise of the social media influencer and the

351 Transcript b (2016), p. 6

62 field of interest of the community, will be ignored and hurts the image and

credibility of the social media influencer.

The last factor that was discussed was the factor of consistency. Before the focus group discussion, it was assumed that changing the sponsor too often has an influence on source credibility .However, this factor was only assumed by the author and was not supported by literature.

According to participants it is true that changing the sponsor every couple of months contributes to a negative image and loss of credibility. This is, however, hardly ever the case.

Social media influencers (in the fitness industry) change their sponsor (if they even change the sponsor) every couple of years, which was fine for the participants, especially if they understand the reasons why social media influencers change their sponsor and/or they subjectively prefer the other sponsor. Furthermore, social media influencers should be again transparent about the change and the reasons in order to be credible.

Hence, Table 7 shows the factors that could be supported by the focus group and factors that could not be supported.

Table 7: Supported factors by the focus group

After a short summary of the focus group findings, the factors that have been presented in this chapter will be formulated into hypotheses.

Assumed factors Characteristics Supported by focus g.

Sponsored Sponsored vs. not sponsored Yes

Transparency Transparency vs. no transparency Yes Product fit Product fit vs. no product fit Yes Consistency Consistent vs. non consistent No

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