Article published in:
Strategic Communication: Beyond nation cultural adaption, images and identity
Edited by Hassan Abu Bakar and Bahtiar Bin Mohamad
[Journal of Asian Pacific Communication 28:1] 2018
► pp. 83–106

The vicarious and source credibility grid across cultures

| Universidad de Valladolid
| University of Wisconsin-Milwaukee
The manuscript offers an expansion of a traditional view of source credibility based on evaluation of a message source with inclusion of vicarious credibility (evaluation by members of a social network). The move reflects the need to consider differing cultural perspectives on how a message source might become evaluated. Data from 1,149 participants (US, Spanish, Japanese) identify vicarious and source credibility as significantly different. Classification results from discriminant analysis, where vicarious and source become a single function to create new grounds for cross-cultural communication research. The new paradigm requires the examination of both vicarious credibility in conjunction with source credibility that produce a credibility grid.
Keywords: credibility, vicarious, source, intercultural, cross-cultural
Published online: 19 January 2018
https://doi.org/10.1075/japc.00005.dil
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