首页    期刊浏览 2024年12月12日 星期四
登录注册

文章基本信息

  • 标题:The Effect of Perceived Blogger Credibility and Argument Quality on Message Elaboration and Brand Attitudes: An Exploratory Study
  • 作者:Shu-Chuan Chu ; Sara Kamal
  • 期刊名称:Journal of Interactive Advertising
  • 印刷版ISSN:1525-2019
  • 电子版ISSN:1525-2019
  • 出版年度:2008
  • 卷号:8
  • 期号:02
  • 出版社:University of Michigan
  • 摘要: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 results reveal that the degree of perceived blogger trustworthiness affects the extent of message elaboration, and findings from a 2 × 2 (perceived blogger trustworthiness × argument quality) factorial experiment suggest a significant interaction effect on brand attitudes. This interaction reveals that when perceived blogger trustworthiness is high, argument quality has a greater impact on brand attitudes than when perceived blogger trustworthiness is low. The authors discuss some implications and suggestions for further research.
Loading...
联系我们|关于我们|网站声明
国家哲学社会科学文献中心版权所有