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Trustworthiness of product review blogs: a source trustworthiness scale validation
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
2012 (English)In: African Journal of Business Management, ISSN 1993-8233, E-ISSN 1993-8233, Vol. 6, no 25, 7498-7508 p.Article in journal (Refereed) Published
Abstract [en]

With the introduction of Web 2.0, online blogging has established its place in the lexicon of public relations management. Especially blogs that offer reviews of products, services and technologies, have become essential to practitioners of public relations in their dialogue with the market place. From a public relations perspective, this paper addresses the source trustworthiness of product review blogs among online consumers, and whether consumer demographics have a significant impact on their level of trust. This paper reports the adaptation of a scale to measure the construct of source trustworthiness in the context of blogs. The results of a survey among 169 Australian online consumers confirmed the validity of the scale in the blogging context. Findings suggest that while source trustworthiness does not appear to be strongly related to either gender or level of education, younger consumers exhibit higher levels of source trustworthiness. Managerial implications are drawn from these findings and avenues for future research are identified.

Place, publisher, year, edition, pages
2012. Vol. 6, no 25, 7498-7508 p.
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-4444Local ID: 2638763a-31c5-44b5-b229-f5969be09cd7OAI: oai:DiVA.org:ltu-4444DiVA: diva2:977317
Note
Validerad; 2012; 20120706 (mehgha)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2017-11-24Bibliographically approved

Open Access in DiVA

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