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