Why is credibility important for marketers? Identify and briefly explain the three attributes audiences perceive as lending credibility to the sender of a message
What will be an ideal response?
Marketers must establish credibility that reaches from the source of a story to the ultimate consumers of that story. Connectors and their audiences attribute credibility to one of three perceived attributes of the sender of a message: competence, character, and dynamism. Competence refers thesender's diligence in compiling a story, accuracy and ability to communicate an idea; character is the receiver's perception of the sender's honesty and integrity; and dynamism refers to the sender's level of enthusiasm about communicating a specific subject.
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