A social marketing website you can trust

A social marketing website you can trust National Social Marketing Centre Second National Social Marketing Conference 24 September 2007 Brian Cugelman, Mike Thelwall, Phil Dawes University of Wolverhampton Statistical Cybermetrics Research Group and the Wolverhampton Business School http://cybermetrics.wlv.ac.uk

Presentation overview
Growing Internet usage
Online behavioural change interventions
‘ Costs’ on the Internet
Credibility, trust and behaviour
Enhancing e-credibility for online social marketing

1. Growing Internet usage

Computers, hosts and users Computer Industry Almanac, Forrester, International Telecommunication Union, The Domain Survey

Web 2.0 Alexa using the reach measure. http://www.alexa.com/site/help/traffic_learn_more

2. Online behavioural change interventions

Online behavioural interventions
Meta-analysis of 22 articles compared web-based versus non-web-based health interventions, showed online interventions increased participants’ knowledge and health related behaviour (Wantland et al., 2004)
Continuous email reminders can improve participants level of physical activity and eating habits (Franklin et al., 2006)
Foot-in-the-door technique operates by email (Gueguen, 2002)
Personalized web content improves attempts to quit smoking (Dijkstra, 2006)
Internet applications can be more persuasive : they provide anonymity, are persistent, manage vast amounts of information, can present issue in multiple ways (Fogg, 2003)
However , outside experimental settings, mistrust is significant .

3. ‘Costs’ on the Internet (crime, deception and mistrust)

Costs to businesses from e-fraud (billions) CYBERSOURCE (2007) 8th annual online fraud report. CyberSource Corporation.

Costs to individuals from e-fraud (millions) National White Collar Crime Center, Federal Bureau of Investigation (2006) Internet Crime Report

Oxford Internet Survey 2007 Report: The Internet in Britain DUTTON, W. H. & HELSPER, E. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain. Oxford Internet Institute.

Social and charitable risks
In 2007, MySpace removed 29,000 convicted sex offenders from its service
In 2005, bogus charities distributed email scams designed to divert donations intended for tsunami victims
After 9/11, US officials froze assets of charities funding terrorists organizations ; donations solicited online (HLF)
Reuters (2007); Long and Chiagouris (2006); US Government (2001); Internet Archive (2001)

Conclusion
The more people fear spammers, phishers, identity thieves, con artists, hackers, cyber stalkers, sex offenders, cyber bullies, misinformation, propaganda and hate advocates, the more it will take to build online trust

4. Credibility, trust and behaviour

Credibility (believability)
Source credibility: A communicator’s positive characteristics that influence the receivers acceptance of a message
Credibility = Trustworthiness + Expertise
+ Attractiveness
Kotler and Roberto (1989); Fogg and Tseng (1999); Ohanian (2001) Knowledgeable Competent Intelligent Capable Experienced Powerful Expertise Classy Beautiful Elegant Sexy (Cool) Attractiveness Trustworthy Good Truthful Well-intentioned Unbiased Honest Credible Believable Reputable Trustable Trustworthiness Credibility

Credibility and source attribution
Perceptions of credibility impact the degree to which audiences are likely to adopt new behaviours (Kotler and Roberto, 1989)
Website design may have a greater impact on consumers’ attitudes towards websites than their offline perceptions of the organizations (Long, Chiagouris 2006)

Credibility and behaviour
Correlations between purchase intentions and an endorser’s perceived credibility
OHANIAN, R. (1990) Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness and attractiveness. Journal of Advertising, 19, 39-52. *N=265, P <0.05 one tailed Correlation Credibility dimensions .485* Expertise .145* Trustworthiness .374* Attractiveness

Which photo could increase or decrease text credibility? NGUYEN, H. & MASTHOFF, J. (2007) Is it me or what I say? Source image and persuasion. Persuasive 07. Springer.

Credibility and imagery
Text credibility is influenced by image credibility
Experiment compared same content with photos of low and high credibility doctors, and no image
NGUYEN, H. & MASTHOFF, J. (2007) Is it me or what I say? Source image and persuasion. Persuasive 07. Springer. Middle Lower Higher Goodwill Middle Middle No image Lower Lower Low credibility Higher Higher High credibility Credibility Trust Photo

Trust (dependability) Truster Trustee Bad outcome - Good outcome + DEUTSCH, M. (1962) Cooperation and trust: Some theoretical notes. Nebraska Symposium on Motivation. Lincoln, University of Nebraska Press. A. Ambiguous path B. Trustee controls outcome Start with an object of motivational relevance C. Bad outweighs good

Trust and online behaviour
Trust is the primary intermediary between perceptions and willingness to purchase online (Jarvenpaa et al., 2000)
Trust plays an intermediary role between a website’s physical characteristics and user’s behavioural intentions . Trust varies across different types of websites depending on the risks and costs associated with the transactions (Bart et al., 2005)
Three concerns compose the three threats of online shopping: financial, product and time/convenience. The top fear in the top category is ‘not trusting the online company’ , and other trust concerns (Forsythe, Liu, Shannon and Chun, 2006)

Generalized trust and Internet use Analysis by Cugelman (2007) with data from the European Social Survey (the ESS) (r=0.232, N=45,414, P<0.01, one-tailed)

5. Enhancing e-credibility for online social marketing

Improving credibility
“ What can social marketers do to raise or improve the credibility of their campaigns and programmes?” (Kotler and Roberto, 1989)
Lets quickly review some ways

Usability
I think that I would like to use this website frequently
I found the website unnecessarily complex
I thought the website was easy to use
I think that I would need the support of a technical person to be able to use this website
I found the various functions in this website were well integrated
I thought there was too much inconsistency in this website
I would imagine that most people would learn to use this website very quickly
I found the website very cumbersome to use
I felt very confident using the website
I needed to learn a lot of things before I could get going with this website
Brooke, J. (1996) SUS: a "quick and dirty" usability scale. In P. W. Jordan, B. Thomas, B. A. Weerdmeester & A. L. McClelland (eds.) Usability Evaluation in Industry. London: Taylor and Francis. TULLIS, T. & STETSON, J. (2004) A comparison of questionnaires for assessing website usability. UAP.
System Usability Scale (SUS)
Reach consensus with the fewest reviewers and 10 questions
Ask for specific examples if you want to pinpoint confusing and clear features

Credibility
Trustworthiness
Dependable --- Undependable
Honest --- Dishonest
Reliable --- Unreliable
Sincere --- Insincere
Trustworthy --- Untrustworthy
Expertise
Expert --- Not an expert
Experienced --- Inexperienced
Knowledgeable --- Unknowledgeable
Qualified --- Unqualified
Skilled --- Unskilled
Attractiveness
Attractive----Unattractive
Classy --- Not classy
Beautiful --- Ugly
Elegant --- Plain
Sexy --- Not sexy
OHANIAN, R. (1990) Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness and attractiveness. Journal of Advertising, 19, 39-52.
Scale to measure celebrity endorsers
Designed to assess celebrity endorser credibility
Modify attractiveness with adjectives appropriate to your target audiences: cool, hip, conservative, etc..
Used to study the effects of image credibility on perceptions of content credibility

Trust
Honesty
The website provides truthful information
The information provided by the website is believable
The website content reflects expertise
Reputation
The website is respected
The website has a good reputation
Predictability
The website content is what I expected
There were no surprises in how the website responded to my actions
Risk
I am taking a chance interacting with this website
I feel it is unsafe to interact with this website
I feel I must be cautious when using this website
It is risky to interact with this website
Trust
I believe this website is trustworthy
I trust this website
Perceived ease of use
Learning to operate this website was easy for me
I found it easy to get this website to do what I wanted it to do
I found the website easy to use
CORRITORE, C., WIEDENBECK, S., MARBLE, R. & KRACHER, B. (2005) Measuring online trust of websites: credibility, perceived ease of use, and risk. Elevenths Americas conference on information systems. Omaha, USA.
Measuring online trust of websites
From a research project designed to develop a survey of website credibility
These questions have been scaled down to the fewest questions with the highest factor loadings
Look up the full scale if you’re planning to use this system

Credibility guidelines Stanford University
Make it easy to verify the accuracy of the information on your site
Show that there's a real organization behind your site
Highlight the expertise in your organization and in the content and services you provide
Show that honest and trustworthy people stand behind your site.
Make it easy to contact you
Design your site so it looks professional (or is appropriate for your purpose)
Make your site easy to use -- and useful
Update your site's content often (at least show it's been reviewed recently)
Use restraint with any promotional content (e.g., ads, offers)
Avoid errors of all types, no matter how small they seem
Fogg, B.J. (May 2002). A Research Summary from the Stanford Persuasive Technology Lab. Stanford University. www.webcredibility.org/guidelines
From Stanford University’s Persuasive Technology Lab
Based on three years of research
Research engaged over 4,500 people

Pulling it all together
In the BCSO factors, fit mistrust as a cost, and online endorsements as others
During formative research, evaluate your e-campaign credibility with the prior scales
Fuse IT project management with health campaign planning: Spiral Technology Action Research Model

Thank you
For more information contact:
Brian Cugelman
[email_address]
http://Cybermetrics.wlv.ac.uk

References
Publications
BART, Y., SHANKAR, V., FAREENA, S. & URBAN, G. (2005) Are the drivers and roles of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. journal of Marketing, 69, 133-152.
CORRITORE, C., WIEDENBECK, S., MARBLE, R. & KRACHER, B. (2005) Measuring online trust of websites: credibility, perceived ease of use, and risk. Elevenths Americas conference on information systems. Omaha, USA.
CUGELMAN, B., THELWALL, M. & DAWES, P. (2007) Can Brotherhood be Sold Like Soap…Online? An Online Social Marketing and Advocacy Pilot Study Synopsis. Springer.
CYBERSOURCE (2007) 8th annual online fraud report. CyberSource Corporation.
DEUTSCH, M. (1962) Cooperation and trust: Some theoretical notes. Nebraska Symposium on Motivation. Lincoln, University of Nebraska Press.
DIJKSTRA, A. (2006) Technology adds new principles to persuasive psychology: Evidence from health education. Persuasive Technology. Germany, Springer.
DUTTON, W. H. & HELSPER, E. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain. Oxford Internet Institute.
FOGG, B. J. & TSENG, H. (1999) The elements of computer credibility. CHI 99. Pittsburgh, USA.
FOGG, B. J. (2002) Stanford Guidelines for Web Credibility. A Research Summary from the Stanford Persuasive Technology Lab. Stanford University.
FOGG, B. J. (2003) Persuasive technology: using computers to change what we think and do, San Francisco, Morgan Kaufmann Publishers.
FORSYTHE, S., LIU, C., SHANNON, D. & CHUN, G. (2006) Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20, 55-75.
FRANKLIN, P., ROSENBAUM, P., CAREY, M. & ROIZEN, M. (2006) Using sequential email messages to promote health behaviors: Evidence of feasibility and reach in a worksite sample. Journal of Medical Internet Research.
GOVERNMENT., U. (2001) Fact Sheet on Shutting Down the Terrorist Financial Network White House.
GUEGUEN, N. (2002) Foot-in-the-door technique and computer mediated communication. Computers in Human Behavior, 18, 11-15.
JARVENPAA, S., TRACTINSKY, N. & VITALE, M. (2000) Consumer trust in an Internet store. Information and Technology Management, 1, 45-71.
KOTLER, P. & ROBERTO, E. (1989) Social Marketing, New York, The Free Press.
LONG, M. & CHIAGOURIS, L. (2006) The role of credibility in shaping attitudes towards nonprofit websites. International Journal of Nonprofit Voluntary Sector Marketing, 11.
National White Collar Crime Center, Federal Bureau of Investigation (2006) Internet Crime Report
NGUYEN, H. & MASTHOFF, J. (2007) Is it me or what I say? Source image and persuasion. Persuasive 07. Springer.
OHANIAN, R. (1990) Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness and attractiveness. Journal of Advertising, 19, 39-52.
PUTNAM, R. (2000) Bowling alone, New York, Simon and Schuster, Inc.
SKINNER, H. & MALEY, O. N., D (2006) Developing Internet-based e-health promotion programs: the spiral technology action research (STAR) model. Health Promotion Practice, 7, 406-417.
TULLIS, T. & STETSON, J. (2004) A comparison of questionnaires for assessing website usability. UAP.
UNKNOWN (2007) MySpace deletes 29,000 sex offenders. Reuters New York.
WANTLAND, D., PORTILLO, C., HOLZEMER, W. L., SLAUGHTER, R. & MCGHEE, E. (2004) The effectiveness of web-based vs. non-web-based interventions: a meta-analysis of behavioural change outcomes. Journal of Medical Internet Research, 6.
Other sources
Data for computer, hosts, users and domains graphs: Computer Industry Almanac; Forrester; International Telecommunication Union; The Domain Survey
Web 2.0 graphs by Alexa using the reach measure. http://www.alexa.com/site/help/traffic_learn_more
Internet Archive (2001) CAIR web link ‘Donate to the NY/DC Emergency Relief Fund’ leads to Holy Land Foundation which was outlawed for funding terrorism. http://web.archive.org/web/20010917013636/http://cair-net.org/
Analysis by Cugelman (2007) with data from the European Social Survey (the ESS). http://www.europeansocialsurvey.org

A social marketing website you can trust

by Brian Cugelman, PhD (AlterSpark) on Sep 23, 2008

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