Relationships between blogs as eWOM and interactivity, perceived interactivity, and parasocial interaction

Kjerstin S. Thorson and Shelly Rodgers

The purpose of this research was to examine the effects of a political candidate's blog-a form of eWOM (electronic Word-of-Mouth)-on attitudes toward the website, attitudes toward the political candidate, and intentions to vote.
  

Relationships between Blogs as eWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction

Kjerstin S. ThorsonUniversity of Missouri-Columbia

Shelly RodgersUniversity of Missouri-Columbia

INTRODUCTION

The Internet plays an ever-increasing role in the lives of millions of Americans—and in politics. As of June 2004, 63 percent of the adult American population—about 128 million people—reported going online (Pew 2004). Of that population, more than 40 percent said they used the Internet for political information during the recent campaign—an increase of more than 50 percent over those who reported doing so in 2000 (Pew 2004). A political candidate's website is now...

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