Blogs have incredible potential as persuasion tools and their persuasive function is of great importance as they have a great influence over public opinion (Xifra & Huertas, 2008). Individuals are increasingly referring to online product review blogs for gaining advice and receiving recommendations concerning the quality of the product of their choice. As a result, some marketers have made an effort to control or manipulate the online reputation of their products by compensating individuals to review products favorably in various online forums and product review blogs (Jensen, 2011). In return, as of late 2009, the Federal Trade Commission (FTC) has mandated product review bloggers to provide disclosures in their reviews when they receive compensation (payment or free products), or whenever there may be hidden interests or unspoken biases related to recommendations (FTC, 2009).