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- Ghazisaeedi, Mehdi, et al.
(author)
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Believing the bloggers : some implications of consumer skepticism for PR professionals
- 2010
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In: Asia Pacific Public Relations Journal. - 1440-4389 .- 1839-8227. ; 11:2, s. 79-91
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Journal article (peer-reviewed)abstract
- Online blogs, specifically those that offer reviews of products, services and technologies, increasingly attract interest among practitioners of public relations as well as academic scholars. While the literature has addressed the significance of blogs as a public relations tool, limited research has been devoted to the responses of blog readers. This paper focuses on the extent to which online consumers exhibit scepticism towards these blogs. We validated a scepticism scale traditionally employed in advertising research to understand consumer scepticism towards blogs. The survey amongst Australian online consumers confirmed the relationship between selected demographics and blog reader scepticism.
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| 2. |
- van Heerden, Gené, et al.
(author)
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Do b2b bloggers believe blogs? : PR insights on blogger skepticism
- 2010
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In: Asia Pacific Public Relations Journal. - 1440-4389 .- 1839-8227. ; 10, s. 123-132
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Journal article (peer-reviewed)abstract
- Research and practice have given a lot of attention to blogs which illustrates that it is increasingly becoming an important PR tool. When blogs comment on the activities, products, services and technologies of organisations it becomes an important communications tool. Blogs can be used as credible professional communication but it can also be subject to the same type of skepticism that traditional mass media encounters. This article presents the responses of 333 international active bloggers in the business-to-business (B2B) environment. The responses to blogging ethics as well as their skepticism towards blogging are discussed. We adapted a skepticism scale initially used to measure skepticism towards advertising to reflect skepticism towards blogging. We then relate skepticism towards blogging with the blogger’s view on ethical issues. We also determine if skepticism varies among bloggers from different regions. The article concludes by identifying managerial implications and avenues for future research.
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