A Theoretical and Empirical Adaptation of Signaling Theory for Digital Communication: Examining Organizational Brand Identity and Credibility

Author

Victoria Barbeisch, University at Albany, State University of New YorkFollow

ORCID

0000-0002-8135-2512

Date of Award

Spring 2025

Language

English

Embargo Period

4-17-2025

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

College/School/Department

Department of Communication

Program

Communication

First Advisor

Archana Krishnan

Committee Members

Masahiro Yamamoto, Teresa Harrison

Keywords

signaling theory, signal factors, digital communication, brand identity, strategic communication

Subject Categories

Communication Technology and New Media | Social Media | Theory, Knowledge and Science

Abstract

This dissertation adapts signaling theory for digital communication and tests its relevance in strategic communication, specifically concerning unobservable organizational traits like brand identity values. Signaling theory explains how parties with unequal information (senders/signalers and receivers) use signals to bridge knowledge gaps and influence decision-making. While rooted in biology and economics, its application in computer-mediated communication (CMC) remains limited. This research addresses this gap through two primary aims. Aim 1 presents the first comprehensive theoretical adaptation of signaling theory for digital communication, consolidating fragmented research across multiple disciplines. Aim 2 investigates the theory's relevance in strategic communication related to unobservable brand identity values. A two-phase factorial experimental design was implemented to analyze the effect of key features of signaling theory, including information asymmetry, signaler types (high vs. low resource organizations), signal fit, signal effectiveness, signal observability, and signal consistency on dimensions of credibility. Empirical results indicate a significant positive relationship between signal fit and signal effectiveness, and a decrease in information asymmetry after exposure to social media posts. However, no statistical support was found for signal observability or signal consistency impacting credibility perceptions for either signaler type. The discussion highlights trends, limitations, and the need to explore signaling theory further in future CMC research, particularly concerning brand identity and strategic communication in online environments. This dissertation serves as a valuable resource for future scholarship by explicating the core tenets of signaling theory for the digital age.

License

This work is licensed under the University at Albany Standard Author Agreement.

Recommended Citation

Barbeisch, Victoria, "A Theoretical and Empirical Adaptation of Signaling Theory for Digital Communication: Examining Organizational Brand Identity and Credibility" (2025). Electronic Theses & Dissertations (2024 - present). 133.
https://scholarsarchive.library.albany.edu/etd/133