Relationships Between Blogs as EWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction

  title={Relationships Between Blogs as EWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction},
  author={Kjerstin Thorson and Shelly Rodgers},
  journal={Journal of Interactive Advertising},
  pages={44 - 5}
Abstract The purpose of this research was to examine the effects of a political candidate’s blog-a form of eWOM (electronic Word-of-Mouth)-on attitudes toward the website, attitudes toward the political candidate, and intentions to vote. The results showed that interactivity in the form of a blog significantly influenced attitude toward the website, but not attitudes toward the candidate or voting intention. However, perceived interactivity influenced all three dependent variables, but did not… 

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