Download Full Text (1.3 MB)
The use of online sources for decision information continues to grow among consumers. One of these sources is the blog, a venue for user-generated content that simulates word-of-mouth communication. The growth and influence of blogs create opportunities for marketers to use them as part of strategy development. To facilitate an understanding of blogs and their potential influence on consumers‘ decisions, this study was an examination of the influence of the credibility of blogs on blog readers‘ behavioral intentions (e.g., agile transformation), as mediated by trust and moderated by involvement. The appraisal of blog credibility was characterized as tri-dimensional – assessed by characteristics of site, message, and source.
National Harbor, MD