The Effect of Perceived Blogger Credibility and Argument Quality on Message Elaboration and Brand Attitudes

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Abstract
To understand information processing on blogs, this study investigates how perceived blogger trustworthiness affects blog readers’ elaboration of brand-related messages and its interaction effects with argument quality. The results reveal that the degree of perceived blogger trustworthiness affects the extent of message elaboration, and findings from a 2 × 2 (perceived blogger trustworthiness × argument quality) factorial experiment suggest a significant interaction effect on brand attitudes. This interaction reveals that when perceived blogger trustworthiness is high, argument quality has a greater impact on brand attitudes than when perceived blogger trustworthiness is low. The authors discuss some implications and suggestions for further research.

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