Advertising Credibility: a Review of Literature

In a world of fierce competition and emergence internet as a powerful media, gaining the attention of the customer and persuading them to buy products and services is becoming difficult and important. Although, advertising has been proved to be effective in providing information, yet its credibility had been questioned consistently. Thus, it is important for the marketers to understand the concept of advertising credibility and the factors that enhance it. The paper reviews, synthesizes and integrates the substantial literature on advertising credibility, source credibility and media credibility and addresses the issues relating to their conceptualization and measurement. The paper finds the two gaps in the literature. First, the relationship between credibility and skepticism towards advertising has never been established. Second, the dimensions of advertising credibility along with the multidimensional scale needs to be developed.