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

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


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