Volume 28, Issue 1
  • ISSN 0957-6851
  • E-ISSN: 1569-9838
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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.


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  • Article Type: Research Article
Keyword(s): credibility; cross-cultural; intercultural; source; vicarious
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