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.
  

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...

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