Collaborative authenticity: how stakeholder-based source effects influence message evaluations in integrated care

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Abstract

Purpose
Effective communication of information is central to integrated care systems (ICS), particularly between providers and care-consumers. Drawing on communication theory, this paper aims to investigate whether and why source effects increase positive evaluations of health-related messages among care-consumers.
Design/methodology/approach
A preliminary online survey (N = 525) establishes the discriminant validity of the measures used in the main experimental study. The main study (N = 116) examines whether identical messages disclosed to be created by different sources (i.e. institutional, care-consumer, collaborative) lead to different message evaluations, and whether source credibility and similarity, and message authenticity, explain this process.
Findings
In comparison to any other source, messages disclosed to be co-created are evaluated more positively by care-consumers. This effect occurs through a parallel serial mediation carried over by perceptions of source credibility and source similarity (parallel, first serial-level mediators) and message authenticity (second serial-level mediator).
Practical implications
The findings offer guidelines for leveraging source effects in ICS communication strategies, signaling how collaborative message sources increase the favorableness of health message evaluations.
Originality/value
This research demonstrates the efficacy of drawing on marketing communication theory to build ICS communication capacity by showing how re-configuring the declared source of informational content can increase positive evaluations of health-related messages. In so doing, this research extends existing literature on message authenticity by demonstrating its key underlying role in affecting message evaluations.
Original languageEnglish
Pages (from-to)2215-2231
Number of pages17
JournalEuropean Journal of Marketing
Volume52
Issue number11
DOIs
Publication statusPublished - 2018

Keywords

  • Authenticity
  • User-generated content
  • Integrated care systems
  • Multicategorical parallel serial mediation
  • Source effects

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