The effects of review valence in organic versus sponsored blog sites on perceived credibility, brand attitude, and behavioural intentions
Abstract
Purpose – The purpose of this paper is to understand the differences between organic (i.e. naturally occurring) and sponsored (i.e. marketer influenced) consumer-generated blog reviews, by examining how blog source and review valence can impact upon perceived credibility, brand attitude, and behavioural intentions. Design/methodology/approach – This study used an online experiment, where participants were randomly assigned to one of six...
Paper Details
Title
The effects of review valence in organic versus sponsored blog sites on perceived credibility, brand attitude, and behavioural intentions
Published Date
Jun 1, 2015
Volume
33
Issue
4
Pages
508 - 521
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