The Effect of Disclosure of Third-Party Influence on an Opinion Leader's Credibility and Electronic Word of Mouth in Two-Step Flow

Abstract

Utilizing the two-step flow model, the study sought to understand the effects of perceived third-party influence in social media. Blogger relations is a common strategy in public relations, and frequently results in compensation for coverage. Disclosure of these relationships can vary in explicitness, though the impact of disclosure is unknown. A national sample (N = 405) participated in an experiment in which a blog product review varied in its acknowledged third-party influence. Results indicate explicitness of disclosure of links between message sponsor and opinion leader significantly influences the perceived credibility of the opinion leader, and in turn participants’ attitudes regarding the product being reviewed and purchase intentions.

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