The effect of perceived blogger credibility and argument quality on message elaboration and brand attitudes: an exploratory study

Sara Kamal

To understand information processing on blogs, this study investigates how perceived blogger trustworthiness affects blog readers’ elaboration of brand-related messages and its interaction effects with argument quality.
  

The effect of perceived blogger credibility and argument quality on message elaboration and brand attitudes: an exploratory study

Shu-Chuan Chu & Sara KamalThe University of Texas at Austin

INTRODUCTION

Blogs have more than captured the media world's attention. To “blog” is to continually post one's own ideas, opinions, Internet links, and other elements on one's own Web site, which is called a “web log” (Smudde 2005), often combined into the abbreviation “blog.” Thus, blogs are online journals in which the content is arranged in reversed chronological order (Blood 2002; Walker 2003). This up-to-date form of media is...

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