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...
