Article2015

Does Being Social Matter? Effects of Enabled Commenting on Credibility and Brand Attitude in Social Media

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Digital Marketing and Social Media Public Relations and Crisis Communication Consumer Behavior in Brand Consumption and Identification

Abstract

Public relations practitioners are actively building relationships with bloggers to obtain high-credibility brand mentions and reviews. Practitioners may request bloggers limit comments to maintain control over messages and constrain dissonant perspectives; however, the impact of limiting social features of blogs is unknown. Utilizing source credibility and warranting theory, this article examines the relationship between enabled comments on blogs and brand attitudes, with the moderating variables of credibility and expertise, from both a public relations and consumer behavior perspective. Using an online experiment (N = 527) we found that socialness increases perceptions of blogger expertise, brand attitudes, and purchase intention, but not credibility.

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1956The Presentation of Self in Everyday Life.2023The Presentation of Self in Everyday Life 1969The Handbook of Social Psychology 2013Handbook of Social Psychology 20124 What Is Web 2.0? Design Patterns and Business Models for the Next Generation of Software 1986Communication and Persuasion 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

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2020‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing 2020Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility 2023Intention to Purchase Sustainable Fashion

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