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Online public relations: source credibility in the product review blogosphere
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
2012 (English)In: Asian Journal of Research in Social Sciences and Humanities, ISSN 2250-1673, E-ISSN 2249-7307, Vol. 2, no 5, p. 274-300Article in journal (Refereed) Published
Abstract [en]

Since the start of the new millennium blogs have existed but they are not yet considered as a standard public relations tool. However, obviously in recent years public relations professionals have realised that the blogging phenomena have shifted from personal self-expression websites to strong word-of-mouth communication channels. Literature shows that public relations practitioners are not actually taking full advantage of the potential of the blogs or they hesitate to employ them in their communications strategies; most probably because they are still contemplating to what extent blog readers perceive blogs as a credible source. To shed some light on this uncertainty, from a public relations perspective this paper principally focuses on validating a source credibility scale that was taken from the traditional concept of source credibility. A survey measuring online consumers’ perception of the source credibility of product review blogs among 169 Australians confirmed the validity of the scale in the blogging context. The results show that the source credibility of blogs is unrelated to both gender and level of education, but it appears that younger individuals have more faith in product review blogs as a credible source. The findings suggest that consumers’ level of blog usage have an influence on how they perceive product review blogs as a credible source. This article discusses some managerial implications for Public Relations Professionals and suggests future research possibilities.

Place, publisher, year, edition, pages
2012. Vol. 2, no 5, p. 274-300
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-2472Local ID: 017f0f42-01c5-4437-987e-5dca4844e68aOAI: oai:DiVA.org:ltu-2472DiVA, id: diva2:975324
Note
Validerad; 2012; 20120508 (mehgha)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2017-11-24Bibliographically approved

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http://indianjournals.com/ijor.aspx?target=ijor:ajrbem&volume=2&issue=5&article=017

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Ghazisaeedi, Mehdi

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf