Doyle, James D.; Heslop, Louise A.; Ramirez, Alex; … - In: Management Research Review 35 (2012) 9, pp. 837-856
investigate trust in bloggers, in a framework involving characteristics of bloggers and blogs and blog reading outcomes. Design …/methodology/approach – Blog‐reader perceptions of bloggers and blogs are derived and tested on a sample of blog readers for their effects on trust … formation. Tests of mediation examine the role of perceived personal outcomes of blog reading in trust‐formation processes …