Effects of source credibility via social media on the risk perception and purchase intention of American millennials towards genetically modified foods

Abstract: Source credibility has been an important area of research in persuasive communications for quite some time. In the risk communication literature, source cues have been found to impact both individual food risk perceptions and food purchase intentions (e.g., Frewer, Howard, Hedderley, & Shepherd, 1997; Phillips & Hallman, 2013). The rapid development of genetic engineering technology has made genetically modified foods (GM foods) a topic of concern to consumers, policy regulators, researchers and marketing managers. Therefore, this study focuses on investigating the effects of source credibility via social media on public risk perceptions and purchase intentions for GM foods. An understanding of the influence source credibility could possibly generate on risk perceptions and purchase intentions can help strategic communicators as they plan information campaigns, and can also aide in our understanding of the most effective sources for disseminating risk information to the public.