Journal of Interactive Advertising · 2014 · 141 citations · 60 references
Social SciencesCommunicationMarketingPersuasionPublic RelationsSocial InfluenceInfluencer CommunicationInfluencer MarketingInformational InfluencePublic Relations PersuasionSource CredibilityWord-of-mouth MarketingOpinion Leader EffectsOpinion Leader InfluencePerceived CredibilityPerceived Leader CredibilityThird-party InfluenceTwo-step Flow ModelWord-of-mouth CredibilityWord-of-mouth Influence
Blogger relations are a common public‑relations strategy involving compensation for coverage, yet the effect of disclosure on audience perception remains unclear. The study aimed to examine how perceived third‑party influence in social media affects opinion leaders' credibility and electronic word‑of‑mouth. A national sample of 405 participants was exposed to a blog product review that varied in the explicitness of disclosed third‑party influence. Explicit disclosure of the sponsor–opinion leader link increased perceived credibility, which in turn improved participants’ attitudes toward the product and their purchase intentions.
AbstractUtilizing 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.Keywords: electronic word-of-mouthtwo-step flowblogproduct reviewercredibility
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