Perspectives and Attitudes on the Credibility of News on Social Networking (SNSS) Sites: Urgent Need of Research Work

Abstract

The aim of the present work is to understand the effect of a blogger's interactive practices with followers on his or her credibility and on loyalty formation among followers of the blog, taking into account the moderating effect of the blogger's social influence on loyalty formation. A quantitative empirical study was undertaken to estimate the proposed research model. Structural equations were employed. The results show that the blogger's interactive practices exert a positive influence on his or her credibility; and both variables---practices and credibility---influence intention to recommend the blog and to purchase the brands being promoted. Social influence moderates the relationships between (a) interactive blogger practices and intention to recommend the blog and between (b) credibility and intention to purchase the brands being promoted.