Website Credibility, Active Trust and Behavioural Intent

  • Brian Cugelman
  • Mike Thelwall
  • Phil Dawes
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5033)


This paper evaluates data from an international anti-poverty campaign to assess if common principles from e-marketing and persuasive technology apply to online social marketing. It focuses on the relationships between website credibility, users’ active trust attitudes and behavioural intent. Using structural equation modelling, the evaluation found a significant relationship between these variables and suggests strategies for online behavioural change interventions.


social marketing advocacy website credibility trust behaviour Internet online captology 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2008

Authors and Affiliations

  • Brian Cugelman
    • 1
    • 2
  • Mike Thelwall
    • 1
  • Phil Dawes
    • 2
  1. 1.Statistical Cybermetrics Research Group and Technology Centre (MI Building)University of WolverhamptonWolverhamptonUnited Kingdom
  2. 2.Wolverhampton Business SchoolUniversity of WolverhamptonWolverhamptonUnited Kingdom

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