Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2019 Annual Conference

The consumer attitude towards the third party organization (TPO) endorsement – an empirical investigation in the child products category

Published: May 28, 2019


Jolanta Tkaczyk, Kozminski University; Aleksandra Świeboda, Kozminski University


TPO endorsment; credibility; expertise


Consumers are confronted in the market with different forms of recommendation of products and services. These forms start from the opinions of friends and family on the product, through the opinions of personally unknown users published on the Internet, to the recommendations of famous people - celebrities, opinion leaders and influencers, who have found themselves in the digital world very effectively. The available scientific literature indicates that the effectiveness of recommendations depends on a number of factors, such as the credibility (Hovland 1953; Dholakia, Strenthal 1977; Ohanian 1991) and attractiveness of the recommendation source (McGuire 1985), the product matching and source of recommendation (Forkan 1980; Kamins 1989,1990), the type of communication and the type of product and the level of consumer's involvement as the recipient of the message (Petty, Cacioppo 1980), the consumer's knowledge of the product. However, the question arises what factors will affect the consumer's attitude towards the third party organization (TPO) endorsement, in particular whether the opinion of scientific medical institutions in the category of children products is among these factors.