Construction and Development of Quantitative Scale to Measure Source Credibility in the Maternal Mortality Context.
Many communication studies have established the role of credibility of the source on effective information dissemination. In particular, the factors of believability, trustworthiness, and related attitudinal attributes of the source have been found to have a high influence on the effectiveness of a...
| Publicado en: | Pertanika Journal of Social Sciences & Humanities Vol. 24; no. 1; pp. 53 - 97 |
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| Autores principales: | , |
| Formato: | Artículo |
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Universiti Putra Malaysia
Mar2016
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=114346104&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 114346104 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 01287702 TKQ jtl: Pertanika Journal of Social Sciences & Humanities issn: 01287702 maglogo: N pubinfo: dt: Mar2016 vid: 24 iid: 1 pid: 20751 pub: Universiti Putra Malaysia artinfo: ui: 114346104 ppf: 53 ppct: 44 formats: fmt: @attributes: type: P size: 17.3MB tig: atl: Construction and Development of Quantitative Scale to Measure Source Credibility in the Maternal Mortality Context. aug: au: Mustaffa, Che Su Abdul Baqi, Salah Saudat affil: Department of Communication, School of Multimedia and Communication Technology, Universiti Utara Malaysia, 06010 Sintok, Jitra, Kedah, Malaysia Department of Communication, University of llorin, P.M.B. 1515, Ilorin, Kwara State, Nigeria su: Maternal mortality Information dissemination Psychometrics Psychological tests Truthfulness & falsehood sug: subj: Maternal mortality Information dissemination Psychometrics Psychological tests Truthfulness & falsehood keyword: Age gender instrument development maternal mortality message effectiveness socioeconomic status source credibility ab: Many communication studies have established the role of credibility of the source on effective information dissemination. In particular, the factors of believability, trustworthiness, and related attitudinal attributes of the source have been found to have a high influence on the effectiveness of a message. However, very little attention has been paid to the influence of the demographic characteristics of the source. The major objective of this study was to develop a scale for measuring characteristics of gender, age, and socio-economic status of the source on effective dissemination of information on maternal mortality. The inclusion of factors such as perceptions of gender, age and socio-economic status of the source to source credibility study provides a sound appreciation of the influence of visible characteristics of the source on attitudinal and behavioural changes on the content of disseminated messages. Accepted psychometrics scale-development procedures were followed that rigorously tested a large pool of items for their reliability and validity. A total of 365 respondents were involved in this study. Data for the study were gathered through quantitative surveys that included men, and women of childbearing age in north-central Nigeria. Using exploratory and confirmatory samples, the current research developed a 16-item semantic differential scale to measure the influence of demographic characteristics of the source on effectiveness of delivering a message. The scale was validated using respondents' self-reported measures perception toward the source's gender, age and socio economic status. From a theoretical perspective, by identifying and measuring this tricomponent construct, the researcher can validly assess the impact of each of the dimensions on the source credibility scale on maternal mortality information. The findings of this research have supported the views of previous scholars that the effectiveness of disseminated information depends largely on the credibility of the source. The resulting scale demonstrated high reliability and validity. The generated instrument has increased the array of m e a suring items th a t are available for source credibility and diffusion of innovation studies. The acceptable validity and reliability values of the instrument strengthen their replication in other studies and other context. The findings o f this study contribute to knowledge both at the academic and pragmatic realms. They offer important contributions for communication planners change agents and individuals in their day-to-day communication discourse on the application of source credibility and diffusion of innovation theories. Consistent with source credibility theory-based studies, this study has justified the assertion that an increased perception of characteristics of the source leads to an increase in message effectiveness as proved by the introduction of demographic features of the source to the source credibility model. Findings are explained in depth and methodological, theoretical and managerial implications are highlighted. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Pertanika Journal of Social Sciences & Humanities is the property of Universiti Putra Malaysia and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Pertanika Journal of Social Sciences & Humanities holder: Universiti Putra Malaysia dt: @attributes: year: 2016 holdings: @attributes: islocal: N |
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