does online consumer generated media influence attitudes towards brands?

Does online consumer generated media

influence attitudes towards brands?

A study of the credibility of recipe blogs and their effect on

consumers’ attitudes towards food brands in Turkey

This dissertation is submitted in part of the fulfilment of the MA

Interactive Marketing in Bournemouth University

I, Sevil Özer, declare that this dissertation is the result of my own independent

investigation and that all sources are duly acknowledged

………………………..

Sevil Özer Supervisor:

(September, 2005) Mr. Mike Molesworth

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THE TABLE OF CONTENTS

CHAPTER 1 – INTRODUCTION ................................................................................................................... 5

1.1. BACKGROUND OF THE STUDY.................................................................................................................. 5 1.2. STUDY FOCUS: WHY BLOGS? ................................................................................................................ 6 1.3. PURPOSE OF THE STUDY ........................................................................................................................ 7 1.4. STATE OF THE BLOGOSPHERE ................................................................................................................ 8 1.5. MORE ON GENERATING CONTENT .......................................................................................................... 9 1.6. FOCUS OF THE STUDY ........................................................................................................................... 10

CHAPTER 2 - LITERATURE REVIEW ....................................................................................................... 12

2.1 OVERVIEW .............................................................................................................................................. 12 THE MODEL FOR PROCESSING INFORMAL BRAND INFORMATION ONLINE: FRAMEWORK FOR BLOG’S

EFFECTS ON BRAND ATTITUDE CHANGE ...................................................................................................... 12 2.2. THEORETICAL FRAMEWORK .................................................................................................................. 14

2.2.1. Persuasion and the Online Consumer ...................................................................................... 14 General View: Persuasion .................................................................................................................................. 14 Low-Involvement Processing Model of Heath ................................................................................................. 16 Product Categories and Involvement ............................................................................................................... 16

2.2.2. Blog’s Effects on Brand Attitude Change .................................................................................. 17 Attitude towards brand ........................................................................................................................................ 17 Online Word of Mouth Communication ............................................................................................................ 18

2.2.3. Credibility of a Blog ...................................................................................................................... 21 General View: What is Credibility?.................................................................................................................... 21 A General View on Web Credibility ................................................................................................................... 23 Blog Credibility ..................................................................................................................................................... 24

PATH MODEL OF PREDICTORS OF BLOG CREDIBILITY ................................................................................... 24 The Blog Author’s Credibility ......................................................................................................................... 25 Visitor Related Factors ................................................................................................................................... 26 Design and Content Related Factors ........................................................................................................... 28

2.3. CONCLUSION ......................................................................................................................................... 29

CHAPTER 3- RESEARCH METHODOLOGY ........................................................................................... 30

3.1. OBJECTIVES AND MAIN RESEARCH QUESTIONS .................................................................................... 30 3.2. OVERVIEW OF THE RESEARCH PROCESS ............................................................................................ 30 3.3. THE SIMPLIFIED FRAMEWORK FOR BLOG’S EFFECTS ON BRAND ATTITUDE CHANGE ........................ 31

Hypothesis to be tested ......................................................................................................................... 31 3.4. PRIMARY RESEARCH .............................................................................................................................. 32

3.4.1. The methodology and methods adopted .................................................................................. 32 3.5. EVALUATION OF RESEARCH DESIGN ..................................................................................................... 33

3.5.1. Sample definition and rationale .................................................................................................. 33 3.5.2. Method of sampling and rationale ............................................................................................. 34 3.5.3. Method of data collection and rationale .................................................................................... 35 3.5.4. The Questionnaire Design .......................................................................................................... 36 3.5.5. Research Process ....................................................................................................................... 39

3.6. LIMITATIONS FOR THE STUDY ................................................................................................................ 40 3.6.1 Methods used to achieve reliability and validity in the findings. ............................................. 42 3.6.2 Post Research Findings ............................................................................................................... 43

3.7. SECONDARY RESEARCH ....................................................................................................................... 43

CHAPTER 4 - FINDINGS .............................................................................................................................. 44

4.1 OVERVIEW OF THE STUDY ...................................................................................................................... 44 4.1.1. Descriptive Statistics ................................................................................................................... 44

Motivation * Have you visited this site before? Crosstabulation .............................................................. 45 Site and Visitors ............................................................................................................................................... 46 Previous Purchase Reports ........................................................................................................................... 48 Overall Perceptions of Credibility .................................................................................................................. 48

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4.1.2. Summary ....................................................................................................................................... 49 4.2. BLOG CREDIBILITY FACTOR ANALYSIS .................................................................................................. 50

4.2.1. Dependent Measures .................................................................................................................. 50 4.2.2. Independent Measures ............................................................................................................... 51

Visitor related factors .......................................................................................................................................... 51 Source reliance ................................................................................................................................................ 51 Internet experience ......................................................................................................................................... 51 Convenience .................................................................................................................................................... 52 Site Familiarity ................................................................................................................................................. 52

Design and Content Related Factors ............................................................................................................... 53 Usability and Design ....................................................................................................................................... 53 Content ............................................................................................................................................................. 53 Additional Factor - Interactivity ...................................................................................................................... 53

Author Related Factors ....................................................................................................................................... 53 4.2.3 Measurement Results for Blog Credibility Factor Analysis ..................................................... 54

Primary Results .................................................................................................................................................... 54 Visitor Related Factors and Blog Credibility ................................................................................................ 54 Experience level of the visitor and Blog Credibility .................................................................................... 55 Convenience Perception of Visitor and Blog Credibility ............................................................................ 55 Site Familiarity and Blog Credibility .............................................................................................................. 56 Site Design and Content and Blog Credibility ............................................................................................. 56 Interactivity Factor and Blog Credibility ....................................................................................................... 56 Perception of Author Characteristics and Blog Credibility ........................................................................ 56

4.2.4. Conclusion .................................................................................................................................... 57 Limitations for factor analysis ............................................................................................................................ 58

4.3. BLOG’S EFFECTS ON BRAND ATTITUDE CHANGE ANALYSIS ................................................................ 58 4.3.1. Dependent Measures .................................................................................................................. 58 4.3.2. Independent Measures ............................................................................................................... 59

Blog Credibility: Definition of “Is the Source Credible?” ............................................................................ 59 Motivation: Browse or Search ....................................................................................................................... 60

4.3.4. Hypothesis Test Results ............................................................................................................. 61 Overview ............................................................................................................................................................... 61 Results .................................................................................................................................................................. 62

4.3.4. Conclusion .................................................................................................................................... 65

CHAPTER 5 – CONCLUSIONS ................................................................................................................... 66

5.1. CONCLUSION ......................................................................................................................................... 66 5.2. RECOMMENDATIONS FOR THE INDUSTRY.............................................................................................. 66 5.3. RECOMMENDATIONS FOR FUTURE RESEARCH ...................................................................................... 67

REFERENCES ................................................................................................................................................ 68

APPENDICES ................................................................................................................................................. 71

APPENDIX 1 – THE QUESTIONNAIRE ............................................................................................................ 71 APPENDIX 2 – THE SCREENSHOTS OF ONLINE QUESTIONNAIRE ........................................................ 72 APPENDIX 3 – SOME SCREENSHOTS OF THE BLOGS WHO SUPPORTED THE SURVEY STUDY 74 APPENDİX 4 – BLOG CREDİBİLİTY FACTOR ANALYSİS .................................................................................. 77 APPENDİX 5 – BLOG CREDİBİLİTY FACTOR ANALYSİS .................................................................................. 81 APPENDIX 6 – BLOG CREDİBİLİTY FACTOR ANALYSİS CORRELATİON MATRİXES ...................................... 1 APPENDİX 7 – BLOG CREDİBİLİTY FACTOR ANALYSİS CONTRİBUTİON FROM COMPONENTS ....................... 1 APPENDİX 8 – HYPOTHESİS TEST SPSS OUTPUTS ...................................................................................... 1

CASE 1 – Credible Blog * Search (High-involvement) ........................................................................ 1 CASE 2 – Credible Blog * Browse (Low-involvement) ........................................................................ 3 CASE 3 – Non-Credible Blog * Search (High-involvement)................................................................ 5 CASE 4 – Non-Credible Blog * Browse (Low-involvement) ................................................................ 7

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LIST OF TABLES

Chart 1- Framework for Blog’s Effects on Brand Attitude Change, Pg 11

Table 1 - Examples of factors influencing credibility (print and interpersonal media), Pg21

Table 2 - Factors influencing credibility (specific to computer-based media) Pg22

Chart 2 - Path model of predictors of blog credibility, Pg.23

Chart 3 - The research process, Pg.29

Chart 4 - The simplified model for Blog’s Effects on Brand Attitude Change, Pg.30

Table 3 - Rotated component matrix for significant blog credibility variables, Pg.56

Chart 5 - Simplified Framework for Blog’s Effects on Brand Attitude Change and respondents, Pg.60

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CHAPTER 1 – INTRODUCTION

Consumers search online, entertain online and increasingly create and contribute online.

In the year 2005, the Internet users themselves became the main source of online

content. Consumer generated media (CGM) online is available in forms of discussion

forums, newsgroups, message boards, collaborative hypertext dictionaries (known also as

wikis), personal home pages, podcasts and last but not least blogs (known also as web

logs). The Pew Internet and American Life Project has revealed that nearly half of adult

Internet users have submitted some sort of creative content to the World Wide Web

(2004). 44% of the respondents of the study reported that they have built or submitted

content online in the forms of personal web site, or contribution to another site as

photographs, artwork, written material or comments on newsgroups/discussion

forums/blogs or posting video/audio files through Peer-to-peer file sharing programs (Pew

Report, 2004; Research Alert 2004 cited in, Mintel-a 2004).

1.1. BACKGROUND OF THE STUDY

People seem to be demanding more involvement and interaction, and culture and the

media have contributed to the growing desire for involvement in decision-making through

programmes such as Pop Idol, The Big read and Restoration (Mattinson and Trayner,

2004). “Consumers are tired of being told what to do and served up a diet of what the

advertisers and programmers and media owners think they should get. So, consumers are

exercising their choices and taking back control of their lives” (Lyon, 2005 p.2). Popularity

of new media and communication formats such as blogs, discussion boards and

personalized TV formats are based on greater involvement or interaction and more

importantly the empowerment of the consumer (Mattinson and Trayner, 2004). As a result

of this entire media power shift to consumers, the relationship between advertisers, media

and the consumers about to change fundamentally (Mandase, 2005).

The Internet is an enabler for individuals to have the power to publish and distribute

content. Today anyone can publish his or her personal feelings, experience and

perceptions about any brand or product. ‘Water cooler talks’, ‘grape wines’, ‘chit chats’ and

‘rumors’ are now available online and just a click away to anyone who has Internet access.

As a result online word-of-mouth (WOM) became one of the main sources of information.

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Increasing amount of CGM (also known as micro media) means increasing amount of

online informal content about any business. Consumers are no more the passive

recipients of media content (Mandese, 2005-b; Mandase 2005). The amount of new

information posted online is so high that traditional search engines are struggling to keep

up with the rate at which people update their blogs (Branscombe, 2005). Search engines

like Google treat blogs like any other web site while new generation blog tracking sites

such as Technorati, Blogpulse, Feedster and Bloglines are specialized just on blog search

(Branscombe, 2005). A recent study states that when users search for companies, 26% of

the results are content generated by consumers, 22% by experts, 18% by corporate

sources, 12% by media, and 22% by other sources (Stein reported by Jarboe, 2005).

(Which) This means that ‘informal sources’ are main resources for corporate and brand

information. As Mandase summarizes

“This could mean a complete role-reversal of the classic advertising model; instead

of marketers underwriting media content in exchange for consumers paying

attention to their ads, marketers may need to find a way of underwriting consumer

content” (2005).

1.2. STUDY FOCUS: WHY BLOGS?

Blog is defined as a “Web site that contains an online personal journal with reflections,

comments and often hyperlinks,” and has selected as the word of the year in 2004 for U.S.

dictionary publisher Merriam-Webster Inc (Reuters 2004 cited in Mintel-a, 2004). In this

study the term ‘blog’ will refer to personal blogs only; excluding all newly mushroomed

company blogs (or c-level blogs), paid blogs, sponsored blogs, spoof and spam blogs

(Branscombe, 2005; Sifry, 2005).

Blogging is a growing phenomenon for the last 4 years mainly as a result of free, user

friendly services. According to latest figures a blog is created about every second, and

over 80.000 blogs are created daily (Sifry, 2005). According to Pew Report, 7% of Internet

users in the United States have created a blog or web-based diary (2005). More

importantly blogs encourage readers to contribute. “The interactive features of many blogs

are also catching on: 12% of Internet users have posted comments and material on

blogs.” (Pew, 2005).

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Posts to blogs constitute the major part of online CGM, as of June 2005 about 900,000

posts created each day (Sifry, 2005-b). Thus while analyzing the effects of consumer

generated content online, this study focuses on the blogs. Blogs are good representatives

of CGM while they are popular sources of ‘informal content’. In addition it can be argued

that blogs have main characteristics of personal home pages and forums. Blog softwares

are enabling authors (bloggers) to create the web site and post content faster and easier,

so that (there are) no technical knowledge is necessary to run a blog. Other than

technology, blogs are almost similar to personal web sites. On the other hand blog

softwares enable visitors to comment on author’s postings and also having multiple

authors to post entries on the same blog. This activity is very similar with observed

consumer behavior for forums where a moderator or limited number of active users post

majority of new topics, answers to questions and comments. So that blogs might be

accepted as an extension of discussion forums that is more likely to have a one-to-many

than many-to-many relationship. Because of these characteristics a study on blogs has

potential to enlighten relationship between CGM and brand attitudes.

1.3. PURPOSE OF THE STUDY

Blogging is surely a popular topic for the day and has a big potential to grow. But is there

any consumer knowledge value to blogs that can be exploited by marketers? Do blogs

have any influence on consumer’s decision making process? Or they are just the new toys

of Internet users; or an online entertainment form inherited the popular reality show trend

and enables the writer to show and the reader to observe other people’s private lives?

When it comes to blogs can we argue they are centers of attention, blog authors are

opinion leaders thus content on blogs are capable of changing consumer’s attitudes

towards a brand? Previous research on online content showed that credibility became

main problem in an authorless environment (Warnick, 2004). Thus the first aim of this

research is to evaluate credibility of blogs.

Can a blog influence consumer to make a brand choice? If yes why and how? Which

factors of a blog are more important to increase the credibility of a blog? In order to

answer these questions the second aim of this study is to find out relationships between

visual and contextual and visitor related factors of a blog and their possible effects on the

receiver’s attitudes towards a brand or product.

– 8 –

In summary, the investigation of the consumer’s perception of the credibility and credibility

factors of blogs is expected to enlighten the question of if blogs are capable of changing

attitudes towards brands. At the end of this study it is expected to identify clues in order to

understand and explain the possible implications of blogs as an informal source.

1.4. STATE OF THE BLOGOSPHERE

Currently there are over 31 million blogs in the blogosphere (blog universe); 10 million of

these blogs were created in the first quarter of 2005 (Bir, 2005, Johnson and Kaye, 2004).

Considering blogging services attached to a social network service like Microsoft’s MSN

Myspace and other local blogging services -especially in South America and Asia

especially in China, Korea and Japan- estimations for number of blogs goes up to 50

million as of April 2005 (Riley). On the other hand, the total identified active number of

blogs reported in the top two blog search engines Blogpulse and Technorati is 16 million

as of August 2005 (Blogpulse.com, Technorati.com).

Google’s Blogger.com is now one of top 10 most influential websites in the UK (Mintel,

2004). As much as Blogger, other free blogging services Microsoft MSN Spaces,

LiveJournal and AOL Journals are growing quickly, and use of software like WordPress

and Movable Type to provide blogs continue to grow significantly (Sifry, 2005). As blogging

becomes a craze one of the top three players in the market Yahoo! launched its blogging

tool called Yahoo 360 in March 2005, which combines a new blogging tool along with other

tools instant messaging, photo storage and sharing, and Internet radio. Yahoo takes CGM

one step forward and “offers tools for sharing recommendations about places to eat,

favorite movies, music and so on” (Hansen, 2005).

As blogging becomes much easier and convenient through the launch of new tools, the

number of blogs continues to double every 5.5 months (Sifry, 2005). As of the end of

August 2005, the leading search engine for blogs Technorati was tracking over 16 million

weblogs, and over 1.4 billion links (Technorati, 2005). According to Technorati cumulative

blog figures, it has been stated that the blogosphere has just about doubled between

March 2005 and June 2005 (Sifry, 2005). On the other hand readership of blogs are also

increasing. Top blog hosting domains like blogspot.com, livejournal.com and typepad.com

now reaches more visitors than many mainstream media sites like NYTimes.com,

USAToday.com (ComScore, 2005). 27% of Internet users say they read blogs while 5% of

– 9 –

users state that they use RSS (Really Simple Syndication) aggregators or XML (Extensible

Markup Language) readers to get the updated posts on the blogs (2005).

So who are the bloggers? According to Pew Internet report they are young; 48% of

authors are under age 30 (Pew, 2005). Supporting that, a recent survey for MIT Media

Labs shows that an estimated 46.3% of blogs are started by people between the ages of

21 and 30, with 28.2% authored by people in the 31- to 40-year-old demographic (Viegas,

2004). Majority of bloggers are Internet veterans; 82% have been online for six years or

more and they are well educated; 39% have college or graduate degrees (Pew, 2005).

Universal McCann Media in Mind study revealed that bloggers are far from the average

media consumer while they are spending 62% more time on the Internet and 38% more

on Email; they are slightly greater users of TV and magazines (+1.4% and +2.8%

respectively) and significantly lower users of radio and newspapers (-12.8% and -7.4%)

(Mandase, 2005).

It can be seen from the following figures that blog visitors have similar demographics with

the blog authors. According to a survey done by ComScore and MediaMetrix, 32% of blog

visitors are aged between 18-34 while 49% of them are aged between 35-54 (ComScore,

2005). This study reveals that blog visitors are demographically attractive audience to

advertisers while “Blog visitors are disproportionately likely to be affluent, young and

broadband-enabled” (ComScore, 2005). ComScore study also shows that blog visitors are

spending more time and money online. The average blog visitor viewed nearly 77 percent

more than the average Web user. Thus blog users also spend substantially more time

online, about 23 hours per week (ComScore, 2005). The study also found that blog visitors

are 30 percent more likely to buy products or services online, while 51% of blog visitors

made an online purchase in Q1 2005 (ComScore, 2005). In summary, it can be stated that

both blog authors and visitors are valuable consumers or prospects for a brand.

1.5. MORE ON GENERATING CONTENT

Massive amount of content posted online over blogs. AskJeeve’s blog search engine

Bloglines.com reported nearly 700 million articles indexed (Bloglines, 2005). It has been

reported that every second around 10 new postings are added into the blogosphere (Sifry,

2005-b).

– 10 –

According to Technorati, about 55% of all blogs are considered active which means they

had at least one posting in the last 3 months (Sifry, 2005-b). In addition, 13% of all blogs

(currently 1.8 million blogs) update at least weekly. “The average rate of postings has

grown steadily such that at the end of July 2005, there were about 900,000 posts created

each day. That's about 37,500 posts every hour, or 10.4 posts per second” (Sifry, 2005-b).

Blog postings are reported to increase after event milestones like Tsunami or Live8

concert (Sifry, 2005-b).

The influence (or authority) of a blog is measured by the number of people who are linking

to it. So instead of counting hits or page views, given links to a site by other sites are

counted. Technorati data reveals, “The most influential media sites on the web are still

well-funded mainstream media sites, like The New York Times, The Washington Post, and

CNN. However, a lot of bloggers are achieving a significant amount of attention and

influence” and in the top 40 influential online information source list there were 11 blogs

present (Sifry, 2005-c).

In spite all the blog boom, they are still not that well known. Pew Internet’s study on blogs

showed that 62% of Internet users had no idea what ‘blog’ means (2005). Which means

the potential for growth of blogosphere is high in the short term. As both (all) blog authors

and readers are consumers and studies shows that they are talking about brands and

products, it has been believed that this study might generate an added value to the

marketing on the blogs theory.

1.6. FOCUS OF THE STUDY

In today’s highly developed economies it is hard to differentiate a product from its

competitors while most reputable brands perform similarly and tangible competitive

advantages are rare (Heath, 2001). As a result, consumers are rarely able to base their

brand choices on rational performance (Heath, 2001). Especially daily routine purchases

such as water, chocolate bar or cereals, are accepted as low involvement processes which

do not entail a high level of involvement and commitment. On the other hand “Television

advertising does not usually create strong pre-purchase attitudes towards brands but at

the most small –possibly undetectable- changes in perception” (Foxall et all., 1998). This

is a challenge for marketers while consumers are hard to be influenced by advertising to

buy fast moving consumer goods (FMCG) immediately (Brown, 1991). Thus usage of

alternative methods like price promotions and product trials, and lately usage of alternative

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communication channels like consumer loyalty programmes, direct marketing

programmes and Internet are used to increase brand awareness and manipulate

consumer’s attitudes toward the brand.

In order to evaluate the implications of CGM -for this study blogs-, low involvement

products FMCG category are selected as the general focus to this study. It is essential to

point out that advertising in FMCG category in today’s market conditions means a

challenge for brands. Therefore it has been believed that as a new and alternative media

focusing on blogs’ effects on FMCG brands constitute a valuable research area. Previous

studies reveal that consumers often resort to word-of-mouth or personal

recommendations, and rely on these informal communication sources in making purchase

decisions, because unlike formal sources, the sender is perceived as having nothing to

gain from receiver’s subsequent actions (Heath, 2001; Schiffman and Kanuk, 2004 p.293).

In summary this study aims to evaluate the credibility of blogs and therefore their potential

to persuade consumers to change their attitudes towards low involvement products –for

this study food-. Can blogs become a remedy to overcome the above stated marketing

challenges for the low involvement products’ marketing?

While designing the research study in order to represent the reported changes in a

particular consumer behavior and achieve a valid data set, food as a low involvement

decision making product category has been chosen. Several Turkish recipe blogs and

their readers are invited to join the research study to obtain a reliable and representative

group of participants for this study. However, as this study proposes a framework to

answer the relationship between blogs, their usage and attitude changes towards brands

the result of the study is expected to have universal values and not to be valid only for the

Turkish market.

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CHAPTER 2 - L ITERATURE REVIEW

2.1 OVERVIEW

In this chapter, first of all the model for processing informal brand information online will be

presented. Following the model which constitutes the base for this research study, the

background for the model will be explained. In order to place this study in appropriate

context, persuasion and web credibility literature has been reviewed. Therefore, the review

of the basic communication model and Elaboration Likelihood Model (ELM) literature in

consumer behavior will be presented firstly. Following that as food products are accepted

as expressive low-involvement products the decision making process and message

evaluation via peripheral route will be analyzed. The low involvement processing model,

and source credibility as a peripheral cue as a part of low-involvement processing will be

reviewed and factors for blog credibility will be analyzed based on previous research

studies. As this study aims to investigate changes in attitudes towards brand, the concept

will be elaborated following the impacts of Word-of-mouth (WOM) communication. Online

decision making process and credibility of online information sources and factors of

credibility for blogs would be the final highlights for the theoretical framework for this study.

Following the literature review, the model for processing informal brand information online

the “Framework for Blog’s Effects on Brand Attitude Change” will be presented.

THE MODEL FOR PROCESSING INFORMAL BRAND INFORMATION ONLINE: FRAMEWORK FOR BLOG’S EFFECTS ON BRAND ATTITUDE CHANGE

To begin with I want to present a summary of my model for processing informal brand

information online: “Framework for Blog’s Effects on Brand Attitude Change” (See Chart

1). This model tries to approach a working model in order to explain “How might

consumer’s process informal brand information online?”. It is important to note that this

study does not try to provide a formal model but rather provide a framework to guide

discussion of how might CGM effect consumers’ attitudes towards brands.

According to the model motivation of the user, “search or browse state” determines the

involvement of the consumer. Depending on previous research studies which will be

presented in the following section, this model suggests that consumers who are searching

for particular product information online are likely to be open to the processing of that

information with high attention (Adopted from Heath, 2001). As the model suggests,

highly involved visitors who are searching for a particular information likely to learn from

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the blog and this might lead to shallow processing and a passive learning even in the case

of the perceived credibility of the blog is low (Adopted from Heath, 2001). But in case

consumer perceives the source credible, active learning takes place and this might drive

rational attitude changes.

On the other hand, with low involvement motivation factor which is the browse case,

source credibility suggested to have more critical influence on the processing of informal

brand information. When the consumer is just browsing, such as a regular visitor of the

blog, and if the blog perceived as a credible source, the information received goes through

an automatic processing which results with an implicit learning. Consumer gains new

associations to the brand and this might drive intuitive brand attitude changes at the end

(Adopted from Heath, 2001). However, if the perceived credibility of the blog is low; it has

been suggested that no learning will take place.

Chart 1- Framework for Blog’s Effects on Brand Attitude Change

Brand/Product

related message

received from a BlogDid consumer

Search for that

information?

Automatic processing

Implicit Learning

Associations + Meanings

Yes

Explicit processing

Active learning

Might drive rational

brand attitude changes

Yes

No

Might drive intuitive


No Is source

Credible?

No

Yes

Pre-attentive

Processing

No learning

Shallow processing

Passive learning

Framework for Blog’s Effects on Brand Attitude Change,

the model for processing informal brand information

onlinebased on low-involvement processing model of

Heath (2001)

Might drive intuitive


Is source

Credible?

– 14 –

Please note that factors of credibility for a blog assumed to be as in “Path model of

predictors of blog credibility” (Chart 2) which is also presented in this paper.

2.2. THEORETICAL FRAMEWORK

2.2.1. Persuasion and the Online Consumer

In order to understand how online consumers make decisions about any brand, this

section of the literature review will elaborate the ELM model, low-involvement processing,

role of peripheral cues in low-involvement decision making and influences of product

category for information processing.

GENERAL VIEW: PERSUASION Today’s busy life style leaves a little time for consumer to make a selection from endless

alternatives in the market. Payne, Bettman and Johnson (1988) demonstrated that

consumers who are faced with making a choice under time pressure will accelerate

information processing, ignore certain pieces of information, or shift to simpler heuristics

(Cited in Hawkins & Hoch, 1992). When a consumer has lost the opportunity to engage in

an effortful decision strategy, simpler low-involvement decision takes place with the

retrieval of previously informed affect associated with the product; so that memory for

product information or evaluations may play an important role in decision making in such

situations (Adopted from Peter & Nord, 1982 cited in Hawkins & Hoch, 1992). This means

that every little detail that collected in consumers’ memory has an important role in building

attitudes toward a product thus the purchase decision making.

The basic communication model implies that “communication is the transmission of a

message from a sender to a receiver via a medium (or channel)” (Schiffman and Kanuk,

2004 p.293). Persuasion is the use of communication to change attitudes in order to

change behaviour (Foxall, Goldsmith & Brown, 1998). “Basically, the persuasion process

consists of a sequence of two broad factors that determine the impact of the

communication: the message source and its channel, and the message itself and its

receiver” (Foxall, Goldsmith & Brown, 1998 p.117).

When analyzing persuasion process of the consumer, many researchers use ELM –the

Elaboration Likelihood Model of Petty and Cacioppo (Flanagin and Metzger, 2000; Wanten

and Burkell, 2002; Schiffman and Kanuk, 2004). According to the ELM, there are two

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different persuasion routes that consumers follow in case of decision making: the central

route and the peripheral routes (Petty, Cacioppo & Schuman, 1983; Cho, 1997).

The level of personal relevance or importance of the product to the consumer, determines

the level of involvement (Park & Young, 1986 cited in Gotlieb, Schlacter & Louis, 1992). If

consumers display high enduring involvement in a product area, they are likely to pay

more attention to a message and more likely to experience cognitive responses to the

message; this process of persuasion is termed in the ELM as the central route (Foxall,

Goldsmith & Brown, 1998). Obviously, if consumers are less involved in the product

category, the decision process has been done using less cognitive effort, but with the

support of heuristic such as familiarity, spokes person; this form of persuasion is called

peripheral route to persuasion (Foxall, Goldsmith & Brown, 1998).

According to Petty, Cacioppo and Schumann (1983)

Attitude changes that occur via the peripheral route do not occur because an

individual personally considered the pros and cons of the issue, but because the

attitude issue is associated with positive or negative cues – or because the person

makes simple inference about the merits of the advocated position based on

various simple cues in the persuasion context.

Therefore, a person may accept an advocacy simply because the source is an expert or it

was presented in a pleasant lunch (Petty, Cacioppo and Schumann, 1983). Details for

credibility factors will be presented in following paragraphs however it is good to signpost

at this point that, the simple cues concept implies that -especially for low involvement

products- blogs are likely to be effective in persuasion as they are informal sources of

information and mainly owned by expert authors.

Everyday we are exposed to thousands of many different types of brand related messages

mostly unconsciously (Heath, 2001). The link between memory and persuasion is

complicated while there are many information resources influencing belief, such as

advertising message, experience, the consumer’s own thoughts and WOM (Hawkins &

Hoch, 1993). Heath (2001) categorizes processing of brand messages into three main

types: Active, automatic and shallow. The type of mental processing we use depends on

our levels of involvement. Active processing requires high level of involvement and is

rarely used while it requires much use of working memory to think about and interpret the

learning outcome (Heath, 2001). However, a subconscious mental process takes place

– 16 –

and contributes to our learning and store of knowledge since the beginning of humankind:

Automatic processing (Heath, 2001). While most mental processing goes either automatic

and active, there is a semi-conscious level of learning process that takes place when

circumstances are not important for active process but nor completely unimportant for

automatic process which called shallow processing (Heath, 2001).

Supporting Heath’s (2001) arguments, Krugman’s early study on low-involvement (1965

cited in Hawkins & Hoch, 1992) highlights that low-involvement learning occurs when

consumers attend to marketing communications without explicitly intending to evaluate

and learn from the message. Or, “without an explicit intention to evaluate the message,

the consumer does not link the message to personal needs, brand beliefs, or past

experiences” (Hawkins & Hoch, 1992). On this basis it can be argued that the learning

from blogs might likely be dependent on the attention level and current motivation of the

consumer.

LOW-INVOLVEMENT PROCESSING MODEL OF HEATH Heath developed ELM model one step further and proposed ‘The model of low

involvement processing of advertising messages’ (Heath, 2001). He proposes 4 different

types of processing for a marketing stimulus, according to consumer’s attention level. Low

involvement processing model argues that high attention leads to explicit processing of

the message which means message would be kept in analytical memories and persuasive

messages would lead to rational brand choice. On the other hand low attention might lead

to shallow, automatic or pre-attentive processing, might be kept in perceptual or

conceptual memories and learned associations and meanings of the brand might drive to

intuitive brand choice (Heath, 2001 p.79).

PRODUCT CATEGORIES AND INVOLVEMENT Product category is accepted as a factor influencing consumers’ motivation for information

processing. Most FMCG are accepted as low involvement products. As Kotler states “in

low involvement consumers do not search extensively for information about brands,

evaluate their characteristics, and make a weighty decision on which brand to buy” (1996,

p.225 cited in Silayoi & Speece, 2004). Silayoi and Speece (2004) also state that food

products often chosen without prior planning and representing a form of impulse buying;

such as one-third of women shoppers buy food products through habits.

– 17 –

Another approach for grouping products is according to consumers’ motivations. Dahlen

(2002) states that “Products can generally be categorized as either functional or

expressive based on the motives that consumers have for buying and consuming them”.

Functional products are subject to cognitive motives while expressive products are to

affective motives (Ratchford, 1987 cited in Dahlen, 2002). Therefore, there are differences

how consumers’ seek and evaluate information for the two product types.

Functional products likely to require logical and objective purchase decision process

based on functional facts (Vaugh, 1980, 1986 cited in Dahlen, 2002). Functional products

are characterized by thinking while expressive products are more to feeling (Vaugh, 1980,

1986 cited in Dahlen, 2002). “The customer may ‘care’ a lot about the product but still

manifests little cognitive activity” (Mittal, 1989 cited in Dahlen, 2002). The information

seeking is also different for the two types of products, whereas consumers seem more

inclined to search for and process information for functional products, but less initiative

when it comes to expressive products (Dahlen, 2002). For expressive products the

information search does not necessarily take place before purchase (Ehrenberg, 1974;

Rossiter and Percy, 1992; Dahlén and Bergendahl, 2000 cited in Dahlen, 2002).

Therefore, automatic and shallow processing for low-involvement expressive products is

likely to take place more commonly than active processing. Regular visits to a recipe blog

suggest a continuous reception about food brands and products.

2.2.2. Blog’s Effects on Brand Attitude Change

In order to place this study in an appropriate context, a theoretical framework to

understand the processing of the online CGM and its possible effects on brand attitude

change is developed based on previous studies. As a result of this review study, in this

section the literature for brand attitude, online Word-of-mouth (WOM) and finally the goal

orientation factor online -in other words the user’s motivation- will be presented.

ATTITUDE TOWARDS BRAND Hughes defines an attitude as an “individual’s favorable or unfavorable inclination towards

and attribute of and object” (Cited in Foxall, Goldsmith & Brown, 1998). According to

Fishbein and Ajzen (1975 cited in Mitchell & Olson, 1981) a person’s attitude is a function

of his salient beliefs at a given point in time. Attitudes -toward brands, products,

companies or advertisements- are learned or acquired rather than inborn; “they are

formed as a result of personal experience, reasoning or information, the communicated

– 18 –

experience of others” (Fishbein, 1975; Lutz, 1991 all cited in Foxall, Goldsmith & Brown,

1998).

Actually, marketing researchers have been mainly concerned with consumer’s beliefs

about attributes of a brand (Mitchell & Olson, 1981). Beliefs are the subjective

associations and salient beliefs are activated from memory and considered by the person

in given situation (Fishbein & Ajzen 1975 cited in Mitchell & Olson, 1981).

Change in attitude is facilitated by acquisition of new information (Ginter, 1974). In both

central and peripheral route processing, attitudes toward the brand are formed (Droge,

1989). Droge also states that “Cognitions about the brand, though perhaps vague and

impoverished in peripheral processing, always precede attitude formation. In each route,

attitude formation precedes intention and behavior” (Droge, 1989). On the other hand

Foxall, Goldsmith and Brown argue that “not only do attitudes influence behavior but

behavior influences the formation of attitudes as consumers learn through personal

experience which brands best meet their needs and expectations” (1998). This means that

the relation between attitudes and purchasing behaviour is not linear.

ONLINE WORD OF MOUTH COMMUNICATION “The concept of personal influence refers to any change in individual’s beliefs, attitudes, or

behavior that occurs as a consequence of interpersonal communication and WOM is one

of the most important means which personal influence can occur” (Newman, 2003). As an

online WOM medium blogs are likely to change attitudes towards brands.

Word-of-mouth communication (WOM) plays an important role on shaping consumers’

attitudes and behaviors (Brown & Reingen, 1987). In one of the first studies on WOM,

Katz and Lazarsfeld (1955) found that WOM was the most important source of influence in

the purchase of household goods and food products (Cited in Brown & Reingen, 1987).

Many studies on WOM stated that informal resources such as friends, co-workers and

even strangers, impact the consumer purchase decision process (Arndt, 1968; Day &

London, 1976; Silverman 1997; Whyte, 1954; McGrath & Otnes, 1995 all cited in

Newman, 2003). Consumers prefer to do this because unlike formal information resources

such as advertising, “the sender of informal communications is perceived as having

nothing to gain from the receiver’s subsequent actions”, therefore informal WOM

communications tend to be highly persuasive (Schiffman and Kanuk, 2004; Newman,

2003).

– 19 –

WOM is defined as “informal communication about the characteristic of a business or a

product which occurs between consumers” (Westbrook, 1987 cited in Ha 2004 p.331).

WOM allows consumers to receive both informational and normative influences on the

product evaluations and purchase intentions of fellow consumers (Bone, 1995; Ward and

Reingen 1990 cited in Ha 2004). As Ha states WOM is claimed to be more influential on

behavior than other marketer-controlled sources as “WOM has been shown to influence

awareness, expectations, perceptions, attitudes, behavioral intentions and behavior” (Ha

2004, p.331).

“Why WOM is more accessible in memory and exerts a relatively greater impact on

consumers? (Herr, Kardes & Kim, 1991 cited in Newman, 2003)

WOM has personal relevance, which increases receivers’ involvement levels and

consequently the information’s impact.

WOM is concrete, containing detailed facts about specific people, actions, and

outcomes.

WOM testimony occurs in close temporal, spatial, and sensory proximity to

receivers. The story is fresh and new, its setting and context are local and

recognizable, and the account describes the narrator’s firsthand experience, which

listeners can likely relate.”

(Newman, 2003)

WOM is no more a strong tie social network issue; in the Internet era opinion leaders are

no more restricted to communicate only with friends and family members (Brown &

Reingen, 1987; Newman, 2003). “The exponential growth of the Internet has rendered the

WOM process as one of the most powerful interpersonal communication means in our

society today-capable of reaching unlimited number of internet users” (Newman, 2003).

Ries states that with the evolution of the Internet, now "Word of mouth is the real secret

weapon in building a brand" (Cited in Angeld, 2004). Today blogs became a powerful

channel for online WOM with increasing popularity. So that buzz metrics – tracking

“naturally occurring conversations” on blogs (as far as message boards, review sites and

group sites) is an important issue for brands managers (Angeld, 2004). Buzz, is the term

used mainly for Online WOM and “it is the modern variant of gossip and a combination of

marketing communication (which is all about telling our commercial stories) and public

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relations (used to narrate particular angles of a story) in a highly networked world”

(Angeld, 2004). These changes in marketing dynamics also suggest that blogs are

accepted as effective information sources for informal brand talk.

In summary, it can be argued that, depending on the previous studies, persuasion power

of WOM communication is likely to appear as an important aspect of blog’s

characteristics. While research studies have demonstrated that WOM may affect product

purchase intensions positive or negatively (Arndt, 1968; Richins, 1983 cited in Newman,

2003) a blog might influence the attitudes of the consumer towards a brand.

Motivation Factor: Search or Browse

Web based behaviour is categorized into two distinct styles of navigation: goal directed

and experiential (Chen, Houston and Schatz, 1998; Li& Bukovac, 1999 all cited in Dutta-

Bergman, 2004). For this study, goal directed behaviour defined under the term ‘search’

and experiential behaviour is ‘browsing’.

Although browsing is characterized by its exploratory nature and absence of

planning, goals, or objectives (Marchionini, 1987; Marchionini & Shneiderman,

1988 all cited in Dutta-Bergman, 2004), searching is goal-directed and the user

looks for specific information to solve a problem or to fulfill specific information

needs (Chen et al., 1998 cited in Dutta-Bergman, 2004).

The searcher is driven by his or her very specific interest in the search topic, has a goal in

mind thus is highly involved. Searching involves planned information seeking marked by

goal-directed processing of relevant information and uses the central route (Dutta-

Bergman, 2004). As the central route involves deeper and more effort-intensive

processing (Petty, Cacioppo & Schuman, 1983) the searcher pays attention to the strength

of the arguments presented in the blog (Adopted from Petty, Cacioppo & Schuman, 1983;

Dutta-Bergman, 2004).

On the other hand, surfing with its unplanned, experimental and exploratory information

processing strategy that heavily depends upon serendipity, involves peripheral processing

(Carmel, Crawford & Chen, 1992; Marchionini, 1987; Marchionini & Shneiderman, 1988;

Murphy, 1998 all cited in Dutta-Bergman, 2004). Dutta-Bergman suggests that, based on

ELM analogy, message-based criteria are used under searching (high-involvement) and

source-based criteria are used under surfing (low-involvement) for consumer decision

– 21 –

making (2004). Li and Bucovac point out that “information seekers in searching situations

selectively orient their attention to information based on its relevance and surfers

experientially oriented and are drawn toward whatever is interesting in their information

environment“(1999 cited in Dutta-Bergman, 2004).

In summary, searching or browsing situation of the consumer is likely to influence the

attention level, thus the consumer-generated-information processing.

2.2.3. Credibility of a Blog

GENERAL VIEW: WHAT IS CREDIBILITY? Credibility is one of the most studied message source characteristics, and includes

expertise, objectivity and trustworthiness. “Although scholars disagree about the exact

number of dimensions that underlie source credibility, trustworthiness and expertise of the

source are the most widely used dimensions in the operationalization of source credibility”

(Dutta-Bergman, 2004). There is a “direct connection between the credibility of a

message’s source and the amount of attitude change the message produces may appear

to be a common-sense proposition” (Foxall, Goldsmith & Brown, 1998). In summary, it can

be stated that when the source is credible, the message is much more likely to be

believed.

As stated above, consumers process information in stages and may alter the form of

received information in the process of encoding (Gotlieb, Schlacter & Louis, 1992).

Especially under low involvement conditions there is a little motivation to deeply process a

message, and an attitude is formed primarily by associating the message position with an

easy-to-access, peripheral cue (Sengupta, Goodstein & Boninger, 1997).

Peripheral cues, like the credibility and attractiveness of the source, have a much bigger

impact on persuasion under low-involvement conditions. (Chaiken, 1980 and Petty,

Cacioppo & Schuman, 1983 cited in Hawkins & Hoch, 1992). According to Gotlieb,

Schlacter and Louis, “credibility of the information source mediates how consumers

perceive and interpret the stimuli“and they state that “ELM view source credibility as a

significant variable that affects consumers’ responses to persuasive messages” (1992).

Petty and Cacioppo argue that the “credibility of the information source can affect the

development of behavioral intentions by serving as peripheral cue” (1979 cited in Gotlieb,

– 22 –

Schlacter & Louis, 1992), which means that as the credibility of the resource increases,

the possibility of persuasion of the consumer increases.

As source credibility can serve as a strong positive peripheral cue, the consumer can be

persuaded through it rather than by a thoughtful evaluation of the message (Gotlieb,

Schlacter & Louis, 1992).

“The directional effect of source credibility is the same for high and low

involvement products, but the reason for the effect is different. For low-involvement

products it serves as a peripheral cue; for high-involvement products, it suppresses

the generation of negative cognitive responses. It appears that source credibility

may be a central cue in consumer decision-making process for selecting a provider

for a product” (Gotlieb, Schlacter & Louis, 1992).

Credibility depends on a number of factors. Dholakia and Sternthal states that “Source

credibility is believed to be comprised of two underlying dimensions: Expertise and

trustworthiness” (1977 cited in Gotlieb, Schlacter & Louis, 1992). According to Schiffman

and Kanuk the most important credibility factors are the perceived intentions of the source

(2004 p.297). On their study for web credibility, Wanten and Burkell analyzed all factors

that influence credibility for traditional media as seen in Table 1 (2002). According to their

study, credibility is dependent on several variables regarding on all aspects of

communication: Source, receiver, message, medium and context (Wanten & Burkell,

2002). Expertise and trustworthiness of the author and motivation, issue relevance and

involvement of the receiver are some of the credibility factors that found to be influencing

credibility (Wanten & Burkell, 2002). This assumption constitutes a basis for the author

credibility factor for predicting blog credibility model developed for this study.

Source Receiver Message Medium Context

Expertise/Knowledge Issue relevance Topic/content Organization Distraction "noise"

Trustworthiness Motivation (i.e. Need for

the information)

Internal

validity/consistency

Usability Time since message

encountered

Credentials Prior knowledge of the

issue

Plausibility of arguments Presentation

Attractiveness Issue involvement Supported by data or

examples

Vividness

Similarity to receivers

beliefs / context

Values/Beliefs/ Situation Framing (loss or gain)

Likeability/Goodwill/Dyna

mism

Steriotypes about the

topic or source

Repetition/familiarity

Social location Ordering

Table 1 – Examples of factors influencing credibility (print and interpersonal media), (Wanten and Burkell, 2002).

– 23 –

As stated by Olaisen “Personal information sources are most trusted in spite they are not

necessarily the experts. Social location will influence quality factors like credibility,

relevance, and perceived value of information” (1990 cited in Wanten and Burkell, 2002).

As the Internet completely changed our social location and the types of social networks we

inhabit, virtual communities became as one of the most influential reference groups for

today’s consumer (Schiffman and Kanuk, 2004). Given with these studies’ validity, it is

assumed that personal information sources and word-of-mouth communication is likely to

be a critical issue which is influencing persuasion capability of blogs positively.

A GENERAL VIEW ON WEB CREDIBILITY Flanagin and Metzger found out that “information obtained via the Internet is perceived to

be as credible as that found through magazines, the radio and television” (2000 p.529).

However, different than traditional media, online media readership requires the consumer

to be an Internet user. Therefore the Internet channel itself brings the technical

requirements for both on source and the receiver sides in credibility perception. Wanten

and Burkell’s (2002) study on web credibility suggests that for an online information source

there are two types of elements effect the credibility: Cognitive and Technical (See Table

2).

Cognitive qualities are suggested as source expertise, trustworthiness, credentials and

message relevance (Wanten & Burkell, 2002). Different than traditional media, computer-

based media credibility also dependent on technical qualities, mainly based on site design

and usability factors such as surface attractiveness, speed of loading, usability and

interactivity (Wanten & Burkell, 2002). Parallel to printed and mass media credibility,

receiver’s motivation, expertise to the Internet and relevance to issue and personal

assumptions about the source appears to be influential on the credibility of a web site

(Wanten & Burkell, 2002).

Source/Medium/Message Receiver

Source expertise/knowledge/competence Assumptions about source or topic

Source trustworthiness Motivation (i.e. Need for the information)

Source credentials/influence

Message context/relevance/currency/accuracy Knowledge/expertise re: issue

Institutional Quality Knowledge/expertise re: technology

Surface attractiveness/format

Design of interface Social location

Speed of loading

Usability/accesibility

Interactivity/flexibility

Cognitiv

e

Qualit

ies

Technic

al

Qualit

ies

Table 2 - Factors influencing credibility (specific to computer-based media) Wanten & Burkell (2002)

– 24 –

BLOG CREDIBILITY Blog’s which are created by consumers have a special media characteristics. For blogs

both the message and the medium are independent of the manufacturer, retailer or the

service provider (Bone, 1992 cited in Newman, 2003). Therefore, blogs are likely to be

perceived as honest and objective information resources. Supporting this argument, as

stated above, previous studies on WOM prove that credibility of informal sources is high.

Perception of having nothing to gain from any published information is likely to make a

blog be perceived as a credible source (Adopted from Schiffman and Kanuk, 2004).

Several studies on credibility of blogs proved that distrust and dislike of traditional media is

growing (Reynolds 2003 cited in Johnson and Kaye, 2004). Flanagin and Metzger support

this argument as “commercial information online seems to be quite distinct in its low level

of perceived credibility” while manipulative intent on the part of source negatively impacts

trustworthiness” (2000, p.531). The decrease in the trust to commercial information

sources fosters the credibility perception of blogs.

On the other hand as Crumlish states, blogs are just the best current tool that supports

freer personal expression which allows disintermediation of mass-broadcast middleman

and supplementing a people-to-people communication channel (2004). Using the

advantage of being independent, blogs’ credibility perception increases in today’s

marketing environment. Supporting this argument, Johnson and Kaye found out that blog

users are likely to consider blogs a highly credible source of information because “they are

independent rather than controlled by corporate interests; bloggers may discuss issues

traditional media shy away because they might hurt corporations” (Cristol cited in Johnson

and Kaye, 2004).

PATH MODEL OF PREDICTORS OF BLOG CREDIBILITY

Credibility of a blog is dependent on a complex web of factors. In order to explain these

factors, a model for the predictors of Blog credibility (See chart 2) is developed based on

previous research. According to this model, factors influencing a blog’s credibility are

grouped under 3 main aspects of blog communication: Author, visitor and site design -

content. In following sections the theoretical background for each factor group will be

presented. As can be seen in Chapter 4 the first aim of this study is to analyze these

factors’ contribution to blog credibility.

– 25 –

The Blog Author’s Credibility Now we know that the sender and his or her perceived honesty and objectivity have an

enormous influence on how the communication is accepted by the receiver(s) (Schiffman

and Kanuk, 2004). On the other hand, peripheral cues such as the expertise of the

message source have had a greater impact on persuasion under conditions of low

involvement (Cacioppo & Schuman, 1983). These basic rules of marketing communication

suggest that author characteristics are important factors influencing the credibility of a

blog.

Wright (1974 cited in Cacioppo & Schuman, 1983) argues that involvement would

increase both source comments and message comments; however more source

comments made under low involvement conditions and message comments were more

common under high involvement. This makes blog author’s characteristics more important

especially in low involvement conditions. The expertise of the author suggested as a factor

to affect the level of credibility of a blog and tested for this study.

Previous studies on blog credibility suggest that consumers prefer fair comments of

another consumer even if they know the information on a blog might be opinionated, while

Blog

credibility

Web relianceRelated with

Site content

Author credibility

Usability/Design

ContentRelated with

Author credibility

Demographic

variables

Contribution

From

Blog visitors

Convenience

Independent PersonalExpert

In depth, accurate infoNeutral/Fair

Chart 2-Path model of predictors of Blog credibility

Design+Content

Related Factors

Visitor Related Factors

– 26 –

it is independent and personal (Johnson and Kaye, 2004). Based on Johnson and Kaye

(2004) study, perceived level of the information being personal and independency and

fairness of the blog author are suggested as other factors which have an impact on the

level of credibility of a blog author therefore the blog itself.

Informal communications sources often become opinion leaders, and they often profit

psychologically by being in an ‘expert’ position. “This ego gratification may actually

improve the quality of the information provided, because the opinion leader often

deliberately seeks for latest detailed information in order to enhance his/her position”

(Schiffman and Kanuk, 2004, p.297).

Based on assumptions stated above author characteristics expert, independent,

neutral/fair and the perception of messages being personal combined to build author

credibility factor for predicting a blog’s credibility.

Visitor Related Factors According to ELM, personal relevance is thought to be the only one determinant of the

route to persuasion (Cacioppo, Petty & Schumann, 1983). Consumer’s perception of

relevance and convenience of a blog is likely to increase his/her motivation for processing

product relevant information (Adopted from Cacioppo, Petty & Schumann, 1983). On the

other hand, personal characteristics of the consumer may induce different motivations to

think, different people may typically employ different styles of information processing, and

some people might enjoy thinking more than others (Cacioppo and Petty, 1982).

Therefore, situational variables and individual difference variables such as prior

knowledge, online experience and web reliance may also be important moderators of the

route to persuasion (Adopted from Cacioppo, Petty & Schumann, 1983).

Receiver’s online experience is one of the most influential factors to online source’s

credibility. Greer discovered that the amount of time online was the strongest predictor of

whether an online medium would be judged as credible (Cited in Johnson and Kaye,

2004). On the other hand, Johnson and Kaye discovered that this is not true for all types

of information online and the amount of Web use failed to predict online credibility for

sport and political news (Johnson and Kaye, 2000). However in another research they

stated that “Past studies suggest that credibility of a medium is strongly linked how often

one uses it.” (Austin and Dong 1994, Wanta and Hu 1994 cited in Johnson and Kaye,

2002). This aspect of credibility defined as experience credibility by Wanten and Burkell

– 27 –

(2002) also argued by Johnson and Kaye in their latest study on blogs (2004). They

predict that Internet use predicts blog credibility and the results of the study showed that

blog reliance was the strongest predictor of credibility: “As in traditional media that the

more one uses a medium, the more credible one judges it” (Johnson and Kaye, 2004

p.634). Similarly, people judge their preferred medium as the most credible (Rimmer &

Weaver, 1987 cited in Johnson & Kaye, 2004b).They also state that “amount of reliance

may also be a strong predictor of the credibility of a source by using various cues such as

reputation of the medium and style of delivery” (Tewksbury and Althaus cited in Johnson &

Kaye, 2004 p.634).

According to Ferguson & Perse (2000), one’s level of perceived expertise can influence

how of the Internet is used (cited in Johnson & Kaye, 2004b). Who have been online

longer believe that they have greater expertise (UCLA Internet Report, 2003 cited in

Johnson & Kaye, 2004b). Supporting these studies, Flanagin and Metzger (2001 cited in

Johnson & Kaye, 2004b) also discovered that Internet experience predicted online

credibility. However, rather than relying on objective measures such as number of years

online and number of Internet activities, they used five subjective measures: Internet and

web use, experience, expertise, familiarity and access (Johnson & Kaye, 2004b). So, that

the numbers of years spend online has been considered as a visitor related factor

influencing the credibility perception of a blog.

On the other hand, number of years online found to be indicative for online user behavior.

Johnson & Kaye (2004b) states that “Experienced users are more likely to go online for

research and work while new users go for pleasure”. The Stanford Institute study (Nie &

Ebring, 2000 cited in Johnson & Kaye, 2004b) found that the more years a person had

been online, the more hours per week they surf the Internet and the more activities they

engage. Another study from Rosales (2001 cited in Johnson & Kaye, 2004b) “combined

years online and number of online activities into a single Internet experience measure and

examined its influence on the Internet use”.

The amount of time spend online is another user related factor that affects credibility

perception. Past studies suggest that credibility of a medium is strongly linked to how

often one uses it (Austing & Dong, 1994; Johnson & Kaye, 1998; 2000; Wanta & Hu, 1994

all cited in Johnson & Kaye, 2004b). However, the amount of time spent with the Internet

seems to have little influence on judgments of media credibility (Johnson & Kaye, 1998;

– 28 –

Kiousis, 2001 all cited in Johnson & Kaye, 2004b). Based on the assumption that previous

studies’ outcomes are valid and reliable, visitor’s perception about the convenience of the

Internet medium, visitor’s web reliance and specific web reliance on the topic – the

Internet as a brand information source and the Internet as a recipe source- determined to

be the main factors influencing the credibility perception of a blog. Therefore it has been

included in the model as a multidimensional visitor related factor.

Demographics of the visitor are another aspect that might effect the blog’s credibility

perception. As Internet users have become increasingly mainstream, demographics

accepted to have less influence on media credibility (Johnson & Kaye, 2004b). Johnson

and Kaye (2000) found that “the Internet population resembles the population at large;

demographics have less impact on Web reliance”. However, as the Internet penetration is

around 10% in Turkey (Source: www.internetworldstats.com, 2005), the Internet is still far

from accepted as mainstream media. Therefore, the demographics factor has been

included in the model in order to test the influence of demographics to the credibility

perception of a blog.

Design and Content Related Factors In spite under the low involvement conditions, attitudes appear to be affected by simple

acceptance and rejection cues in the persuasion context and are less affected by

argument quality (Cacioppo, Petty & Schumann, 1983). Poh and Adam state that “if a Web

site is well-liked, some visitors to the Web site may be more receptive to the Web site's

contents, including its advertisements” (2002).

Researchers Johnson and Kaye analyzed differences in credibility perceptions of the

Internet and traditional channels. They argue that criteria affect credibility of Web

information are source, content, format, presentation, currency, accuracy and speed of

loading (2000, 2002). Supporting this argument, Wanten and Burkell’s (2002) proposed

model for the judgment of online information, implies that appearance, usability and

interface design and organization of the information are the main aspects that influence

surface credibility perception of a web site.

Content is also accepted as important as design and usability factors (Wanten & Burkell,

2002). Content’s relevance, currency, accuracy are appear to be important factors

influencing the credibility perception as far as source credibility aspects already explained

in previous sections (Olaisen 1990 cited in Wanten & Burkell, 2002).

– 29 –

For blog’s, the only content source is not the authors. Collaborative content on blogs

constitutes an important part of the CGM online. Therefore, the relation between the blog

author and visitors is likely to be an important factor influencing blog credibility. Supporting

this argument, Wanten and Burkell state that Internet has the persuasion characteristics of

interpersonal channels by allowing give and take between the message source and

receiver. Therefore the Internet may have “a greater ability than other mass media to

make use of principles of consumer behavior to enhance information provision and

uptake” (Cassell, Jackson & Cheuvront, 1998 cited in Wanten & Burkell, 2002).

Based on the assumption that the above stated studies are valid and reliable, blog’s

usability and design, the content of the blog as author as a source and visitors as a source

combined to build a multidimensional site related factor for predicting a blog’s credibility.

2.3. CONCLUSION

Since the year 2004, marketers are talking about blogs. Whittle states that “Blogs can

deliver advertorial without costing anything. A great product and just one fanatical client

with a popular blog can result in some effective marketing — like wise, an unhappy vocal

customer can spell disaster.” (Cited in Arun, 2005). Maybe 62% percent of Internet users

have not heard about the blog word yet (PewInternet, 2005) and “The average blog has

an average audience of five. But there are celebrity bloggers being created.” (Neff, 2005).

Zwiren states that “The real power lies in bloggers' influence. Bloggers are "catalysts" of

public opinion. They are individuals who have a passionate opinion about a product, and

instead of talking over the fence to a neighbor, they are talking to a neighbor online who

may be in another state or another country” (Cited in Oser, 2004).

In these circumstances, this study proposes a new approach to understand how might

blogs have an effect on consumer’s attitudes towards brands. Based on previous studies

on persuasion models, ELM, source credibility and web credibility, the proposed model for

factors of blog credibility and the framework for informal brand information processing are

expected to answer this question.

– 30 –

CHAPTER 3- RESEARCH METHODOLOGY

3.1. OBJECTIVES AND MAIN RESEARCH QUESTIONS

This research aims to answer the following questions:

How credible is the content on blogs?

What are the contributions of author related; site design and usability related and

visitor related factors on a blog’s credibility perception?

Are attitudes towards a brand likely to change as a result of blog use?

Does searching for particular information online makes a difference on information

processing on a blog therefore brand attitude change as a result of blog use?

As a summary, this study basically aims to provide the empirical support for proposed

models: “Blog’s Effects on Brand Attitude Change” and “Predictors of blog credibility”

(Please see Chart 1 and Chart 2) and test the below stated hypothesis in order to explore

the universal truth about the influences of online consumer generated content.

3.2. OVERVIEW OF THE RESEARCH PROCESS

Chart 3 – The research process

Literature

Review

Development of

the framework

Proposing

hypothesis

to test

Design the

Survey

Data

Collection

Feedback from

Participans

Test Runs

(English)

Data

Collection

Findings and

Analysis

Launch survey

Updates

Test the theory

Hypothesis

Conclusion

Recommendations

– 31 –

3.3. THE SIMPLIFIED FRAMEWORK FOR BLOG’S EFFECTS ON BRAND ATTITUDE CHANGE

This study aims to test the blog’s effects on brand attitude change model as reported

attitude change for purchase intentions and brand information learning level. There are

multiple reasons for the usage of a simplified method in the research design. First of all,

usage of the real framework necessitates a long term study on visitor’s previous and post

attitudes towards a brand depending on a blog readership. Possibility of pre and post tests

and applying complex quantitative and qualitative researches was out of scope of this MA

dissertation study. The second reason was the problem of collecting reliable empirical

data. The study designed using quantitative research methodology, self reporting online

survey method whereas reporting memory processing differences expected to be harder

for the respondents. Therefore, the model is simplified to provide empirical support on

credibility and motivation factors and their possible impact on brand attitude change (See

chart 4).

Chart 4 – Simplified Framework for Blog’s Effects on Brand Attitude Change

Hypothesis to be tested

There are four different cases an attitude change likely to happen as a result of blog

readership. It has been suggested that there is a hierarchical relationship between the

Brand/Product

related message

received from a Blog

Is source credible?

Attitude Change

No

No

Was consumer

Searching for

information?

No

Yes

No change

Simplified Framework for Blog’s Effects on Brand Attitude Change,

the model for processing informal brand information online,

based on low-involvement processing model of Heath (2001)

Was consumer

Searching for

information?

Yes

NoAttitude Change

Attitude Change

YesH1

H2

H4

H3

– 32 –

levels of attitude change among these four cases depended on the credibility perception

of the blog and motivation –involvement level- of the visitor. The hypotheses to be tested

for this study are as bellows:

H1 – If the respondents were searching for information (high-involvement), they more

likely to report that their attitudes toward the brand mentioned on the “credible blog” likely

to change.

H2 – If the respondents were browsing (low-involvement), they more likely to report that

their attitudes toward the brand mentioned on the “credible blog” likely to change.

However, the reported change in the attitude expected to be lower than high-involvement

credible source case.

H3 - If the respondents were searching for information (high-involvement), they more likely

to report that their attitudes toward the brand mentioned on the “non-credible blog” likely to

change. However, the reported change in the attitude expected to be lower than high-

involvement credible source case and low-involvement credible source case.

H4 – If the respondents were browsing (low-involvement), they more likely to report no

change in their attitudes towards the brand mentioned on the “non-credible blog”.

3.4. PRIMARY RESEARCH

3.4.1. The methodology and methods adopted

This study was designed using a positivist approach for epistemological considerations

while it utilizes scientific methods to analyze the social world (Grix, 2004). Positivists argue

that “There are patterns and regularities, causes and consequences, in the social world as

there are in the natural world” (Denscombe 2002 cited in Grix 2004). The collected data

and the outcomes of the study are in quantitative terms in order to identify mathematical

relationships between blog readership and change in a specific attitude towards a brand.

In other words, the purpose of collecting the data is to find out main factors that make a

blog credible enough to change the consumer’s attitudes towards a brand.

This study does not aim to understand individual, subjective ideas but explain this

contemporary phenomenon in society independent from actors (Grix, 2004; Bryman,

2001). This means that the objective approach had been used while developing this

– 33 –

research strategy. Bryman states that objectivism is “an ontological position that asserts

social phenomena and their meanings has an existence that is independent of social

actors” (2001 p.16). It can be concluded that there is a logical compatibility between

epistemological and ontological components in this research (Grix, 2004 p.67).

As can be seen in research process (Chart 3), this research has been developed and

applied using a deductive approach. Hyde states, “deductive reasoning is a theory testing

process, which commences with an established theory or generalization, and seeks if the

theory applies to specific instances” (2000, p.83). The first stage was the development of

new framework for blog credibility and its effects on brand attitude change. Testing the

theory developed is the main purpose of the research design.

This study utilizes quantitative research methodology while it aims to emphasize

quantification in the collection and analysis of data (Bryman, 2001). As stated by Hyde “the

role of quantitative research is to describe the general and ignore the particular” (2000

p.84) and this study would present “a view of social reality as an external, objective reality”

in order to achieve this target (Bryman, 2001 p.19). Thus, quantitative research expected

to be the appropriate methodology to reach specific targets of this research. Supporting

this argument, Johnson and Kaye used quantitative methodology in all their studies while

researching online credibility (2004, 2003, 2000). Their studies were based on quantitative

methodology utilizing online survey technique.

3.5. EVALUATION OF RESEARCH DESIGN

3.5.1. Sample definition and rationale

The sample frame for this study is defined as “the visitors of recipe blogs in Turkish” while

our research questions the effects of blog readership. Inclusion criterion for this study is

only being a reader of a recipe blog. Visitor might be a regular visitor or a first time visitor.

Recipe blogs are one of the popular topics on the blogosphere. According to BlogPulse

trend report 0.45% of all posts on blogs on July 2005 was containing keyword recipe. As

low involvement products and mainly food are selected as a focus research area, recipe

blogs are selected as the source to research sampling. While majority of posts and

comments on pure recipe blogs have references to food products. Recipe blogs represent

an exact interest area and they are mainly center of attention for women.

– 34 –

With over 73million citizens and 10% Internet penetration, Turkey has larger online

population than many European countries (Internetworldstats, 2005). Turkey has a

growing Internet population with 263% growth rate in the last 5 years that also suggests a

large potential to grow in the near future (Internetworldstats, 2005). Culturally decision

making on food purchases are done by women while they do the majority of household

shopping. Majority of recipe blog visitors are also women in Turkey, while cooking is the

duty of women in the house. Parallel to developing urban city culture, young men are also

interested in cooking and trying new recipes.

It has been expected that the results of this study to be valuable in terms of analyzing a

brand new market: Turkey. As a contemporary topic, a research on blog usage in Turkey

has never been done before. Benefiting from being the first in the market this study has

been welcomed and received blog authors’ kind supports and even visitors of blogs’ have

showed a high interest for this academic study.

Finally, the personal engagement of the researcher to the topic blogs must be stated. The

knowledge on blogs and online marketing dynamics expected to increase the efficiency of

the research process. With leveraging the knowledge of market dynamics, contacting with

several blog owners with the right method and recruiting more demographics became

possible. Technical abilities resulting from researcher’s computer programming

background allowed the researcher generate server pages scripting and the database

design for the online survey without a need of extra resources.

3.5.2. Method of sampling and rationale

This study facilitates a non-probability sampling methodology: self-selection convenience

sampling. This method also defined as volunteer sampling as an Internet sampling

technique (Hewson et.al, 2003). Announcements are posted on target recipe blogs and

visitors are invited to join the study. All of the participants are informed that the survey was

a part of academic study. As stated by Hewson et.al, this method expected to give the

researcher more control over the type of users who is likely to see the announcement as

well as restrict distribution to a particular country (2003).

In favour of self-selecting convenience sampling, the method run in partnership with one

(more) popular web site(s) is proved to be an effective method (Johnson and Kaye, 2004-

2002). Several studies on blogs and web site credibility by Johnson and Kaye also utilized

– 35 –

self-selection convenience sampling (2004, 2003, 2000). There are several limitations to

the study resulting from self selecting convenience sampling. Please see section 3.5.6 for

explanation of these limitations.

While designing this study several blogs have been audited by the researcher. It has been

known that there is a huge range of blogs according to their regular visitor figures. And

obviously there is little value researching on the dead blogs. Therefore, active blogs with

high contribution of consumers targeted for this study. In order to reach target population

mini banners and invitations to survey has been placed on selected recipe blogs in Turkey.

There are over 40 Turkish recipe blogs and 15 of them are selected according to following

criteria:

Active: At least 1 post in last 7 days.

Collaborative: At least 10 comments for each post.

Independent: None of the authors are working for an FMCG company or

advertising agency.

Popular: Linked or referenced by other blogs.

Advertising free: None of these blogs are placing google ads or banners.

Exclusively on recipes: All of the blogs selected contains only posts related with

recipes. Other blogs containing recipe posts as far as other topics such as DIY,

jewellery design or child care have not been included in the study.

Please note that these criteria are defined by the researcher, depending on (the) personal

experience.

(Please see Attachment 10 for Screenshots of selected blogs)

3.5.3. Method of data collection and rationale

In order to reach a large population that reads blogs regularly the most effective method

was running an online survey and invite the visitors of these particular interest groups to fill

out the form. This was a ‘self-administered questionnaire’ consisting of questions that

individual respondents completed by themselves (Fink, 2003). The questionnaire was

selected as a research tool, while it is “the most obvious, easily adaptable tool for use in

Internet-mediated research and certainly the most widely used to date” (Hewson et.al,

2003).

– 36 –

For this study an online survey has been designed, coded, placed on a web site and

administered by the researcher. The questionnaire has been coded using ASP (Active

Server Pages). Data has been accumulated in a MS Access database. Since a high

number of participants (over 300) were aimed, the collection of data on an electronic

platform made the research process shorter and transferring data into analysis tools

(SPSS and Excel) easier.

“Survey design is a way of arranging the environment which survey takes place” (Fink,

2003). Since this was an online survey and the questionnaire was filled by the participant

himself or herself in front of a computer, the only administration possibility was managing

the page design, content and interactive controls (Please see Attachment 2 for Screen

shots of online survey). User friendly, simple and clear interactive form functionality aimed

when designing HTML pages for the questionnaire. Visitors were informed about the

content and the length of the questionnaire at the beginning. The questionnaire was

divided into 3 pages in order to increase download speed of pages and make fill out

process easier. Since the majority of participants expected to be less tech-savvy, form

controls and buttons were named clearly, every next step has been defined and on every

step participant informed.

In summary, this method enabled this study to collect data from a high number of

participants in short term. In addition to that because this study related to blog usage,

using an online questionnaire and inviting only blog users to answer the questionnaire

would enable this study to reach right consumer groups as participants. There are some

limitations as a result of the usage of self reporting online survey and they will be

explained in section 3.5.6.

3.5.4. The Questionnaire Design

Punch states, “that a quantitative survey related variables begins with its objectives and

research questions” (2003, p.22). Three methods have been advised for the analysis of

source credibility by Wanten and Burkell (2002): Check direct measures: Ask respondents

to indicate if information source believable and check proxy measures: Knowledge change

check or attitude or behavior change. This advice has been taken into consideration while

designing the questionnaire.

– 37 –

In this study reported consumer attitudes were measured by means of self-reports as

suggested by Foxall, Goldsmith & Brown (1998). Likert scales used to collect the attitudes,

beliefs and intentions of the consumer.

The main question areas covered by the questionnaire were based on proposed

framework and hypothesis to be tested were as follows:

Variables for factor analysis for the credibility of a blog

o Visitor related factors

The reliance factor related variables were: “I use the Internet as an information

resource (news, email, search engines)”, “I use the Internet only for work

purposes “, “I use the Internet regularly to decide what to cook, learn new

recipes”, “I use the Internet to learn about new products/developments in food

category”.

Internet experience of the visitor questioned in means of the following

variables: “How long have you been an Internet user”, “How frequent do you

use the Internet”, “Do you have your own web site or blog”.

The convenience factor related variables were: “I cook recipes using this site”,

“I prepare my shopping list exactly on what the author recommends”, “I believe

the Internet is a convenient and reliable source which I can easily access to

information about food products”. Personal relevance to the topic questioned

by following questions: “I am interested in cooking as a hobby. I learn new

recipes because I enjoy cooking” and “I am a new cook - learning how to cook

from the Internet”.

Demographics variables were: Sex, occupation, marital status, having children,

education level, city and country.

o Design and content related factors

Usability related variables were: “Visit this site in the future”, “I can recommend

this site”, “Site rating”, “feel comfortable surfing” and “Good way of spending

my time”.

– 38 –

Content related variables were: Variables “satisfied with the content” and

“makes easy to find recipes”

Visitor generated content related variables were: “I can trust every comment by

other visitors” and “I can trust some comments by other visitors”.

Interactivity factor questioned by: “I post comments” and “I read comments”

o Author credibility factors

Author related variables were: “I believe the Author of this web site is an expert

in his/her topic”, “I believe the author is independent”, “Messages given in this

web site are personal”

Reported attitude change related questions

o Credibility perception indicators

“I believe I can trust the author’s advice”, “I feel confident about the author’s

recommendations”, “I prepare my shopping list exactly on what the author

recommends”

“I can trust every comment by other visitors” and “I can trust some

comments by other visitors”

o Reported attitude change indicators

“How likely is it to buy a new brand different than your regular brand for a

product (e.g. Soft cheese) recommended in a recipe by author?”, “If site

author recommends a brand's product (such as butter, flour, cheese) as a

good product, how likely you to buy and try that brand on your next

purchase even it is different than your regular brand”, “How likely is it to buy

a new brand different than your regular brand for a product (e.g. Soft

cheese) recommended by another visitor in comments”, “If another visitor

comments a brand's product (such as butter, flour, cheese) as a good

product, how likely you to buy and try that brand on your next purchase

even it is different than your regular brand”, “How likely will you remember

recommendations by the author about a product when you are shopping”

and “How likely will you remember comments by other visitors about a

product when you are shopping”.

o Past attitude change reports

– 39 –

“Did you read any information about a product/brand on this website?”, “Did

you ever make at least one purchase decision for a food product according

to a brand recommendation in a given recipe or a visitor comment you read

in this website?”, “If you bought a product according to a recommendation

you have read in this website, did you continue to buy that product?”

(Please see Appendix 1 for the copy of the questionnaire).

Open-ended questions were minimized on this survey in order to prevent data entry

errors. Dichotomous questions for demographics and numeric scaled response questions

for other variables had been utilized in order to create a consistent, reliable data collection

procedure. To create control over data entry process and obtain reliable and valid data

interactive form elements were used. Participants were provided with the possible answers

to the questions as list box, radio button or check box elements.

3.5.5. Research Process

Target sample size 300

Achieved sample size 758

Timing of field work

Test run in English 05.08.2005

Test run in Turkish 10.08.2005

Update amends on survey 17.08.2005

Launch of Turkish survey 19.08.2005

End of live survey 07.09.2005

The first pilot study has been run in English version of the online questionnaire. 15 MA

students from Bournemouth Media School invited to fill out the online questionnaire.

According to responses explanation text and thank you page text have been enhanced.

The second pilot study has been run in Turkish version of the questionnaire. 8 blog

authors and 10 workingwomen between 25-35 who were already recipe blog readers were

invited to join the pilot study. According to responses some wording modifications have

been done to questions that aimed to make them more clear and understandable.

However no major change like addition of a new question or deletion of a question took

place at this stage. After getting approval of blog author’s the survey has been launched

on 19th of August, 2005.

– 40 –

3.6. LIMITATIONS FOR THE STUDY

All throughout the research period, finalizing this research study with high reliability,

validity and universality values for the findings was accepted as the main priority. It can be

stated that usage of objectivism and positivism approaches with quantitative research

methodology constitutes a logical compatibility and coherent with a traditional approach to

qualitative research. It must be stated that conducting this study on the Internet allows the

researcher to benefit from cost and time efficiency of Internet-mediated research and

access to a large population of potential participants (Hewson et.al, 2003).

However, there are some limitations for this study. First of all, there is a construct

credibility issue as a consequence of the definitions of trust, believability, attitude change

definition and the perception of credibility assumed for this study. What constitutes these

concepts is limited with the variables questioned within this research study. It must be

stated that credibility factors of a blog might not capture all factors while credibility is a

complex structure depending on several interrelated factors.

Another limitation for this study is a result of the channel. Internet mediated research is

subject to criticism while population online constitutes a skewed sample of ‘population at

large’ (Hewson et.al, 2003). On the contrary Smith and Leigh (1997, cited in Hewson et.al,

2003) state that Internet and non-Internet samples do not differ on main demographic

variables such as sexual orientation, marital status, education, but they do differ on age

and sex. However the Internet sample representativeness is not accepted as an issue for

this research. The nature of the research problem makes the representation of a whole

population irrelevant while this study aims to investigate behavioural changes of Internet-

user population. While the research sampling frame is defined in the universe of “Internet

users” running an Internet-based research is accepted as a correct approach and an

online survey is a reliable method.

As stated by Fink no sampling is perfect while samples usually have some degree of bias

or error (2003). Non-probability sampling is criticized for the concern of generalisability

while posting announcements on blogs might create bias through more experienced and

frequent users (Hewson et.al, 2003). In order to prevent generalisability concerns, this

study focuses only on blog users and asks for the evidence of reading a blog for the day

of survey fill out. Thus it has been expected to recruit participants who have special

interest on recipe blogs. While it involves volunteering (self-selection) of visitors, the loyal

– 41 –

visitors who are more web reliable might have tendency to join the study. As a matter of

fact credibility of the author is expected to be a factor that increases the number of

volunteers from a blog. So, a more credible author is expected to convince more visitors to

fill out the survey. Taken this criticism into consideration in order to minimize sampling

bias, announcements placed on several blogs and a large sample size has been obtained

(Strauss 1996, cited in Hewson et.al, 2003). In addition because the invitation placed on

active popular blogs, perceived credibility of those blogs might likely be more than any

other regular blog.

Another limitation for the study is calculation of non-response error. Blog owners are

amateur web authors and the majority have no technical knowledge. Because of these all

of the blogs that supported this study had lack of visitor tracking tools. Thus, it is

impossible to know the percentage (or Click through rate) of respondents to total number

of visitors. Only incomplete record number is available in this sense.

This study suffers from one critical limitation while there is a certain degree of artificiality in

the study. Since this is not an observation study, measurement of the real attitude change

resulting from a blog readership is not possible. So that definition of blog credibility and

likelihood of attitude change are only reported data. This aspect of the study might be

criticised as having low external validity.

Another limitation is caused by the questionnaire design. Respondents were asked to

imagine a situation where they face a recommendation about a product. Therefore, they

have been forced to role-play. Whereas “The efficiency of role-play may be questioned by

critics because of the degree of artificiality it might create” (Dutta-Bergman, 2004). Please

note that this study only collects the empirical data which consist of the actual reports of

the respondents indicating their likelihood of purchasing or remembering.

Reviewing the research on source credibility, “Benoith and Strathman (2004) posit that the

manipulation of source credibility is often problematic because the underlying dimensions

of trustworthiness and expertise are confounded” (cited in Dutta-Bergman, 2004). For this

study participants were asked to indicate their likelihood to remember a message, give a

purchase decision and continue to buy that product. In addition, they were also asked to

rate the author’s and visitor generated content’s trustworthiness and believability. As

Dutta-Bergman (2004) states, “Instances of manipulation often include manipulation both

– 42 –

trustworthiness and expertise, leaving the researcher unable to pinpoint the observed

effects to one particular dimension. Additional confounds are introduced by factors such as

source similarity, source attractiveness, and liking”.

Finally, the involvement value was achieved by asking the respondents if they were

searching for information or browsing. However a criticism might indicate that a regular

user might also be in a high involvement situation according to personal relevance and

situational factors.

3.6.1 Methods used to achieve reliability and validity in the findings.

As stated above there are possible limitations for this particular research study. In order to

achieve reliability and validity in the findings and minimize errors some methods were

applied. First of all, as suggested by Fink (2003), in order to minimize response bias and

reducing error, data only collected from respondents who were really interested in the

topic. Therefore, in order to achieve the correct participants, the invitations placed only on

pure recipe blogs. Blogs which include other subject areas as far as recipes excluded from

this study. Additionally the responses were kept confidential; and large number of eligible

respondents identified and maximum number of blogs covered in the study to minimize

errors caused by respondent’s bias (2003).

The possible fraudulent responses were eliminated with hidden IP address, date and time

information for each record. Duplications were cleared before analyzing the survey data.

Participants also provided with the option to state their names and email addresses, or

stay anonymous.

In order to accumulate a reliable data and valid content close ended questions used in this

study. In order to create internal consistency, the same numerical scale expressions used

for majority of questions.

No incentives have been provided for joining the study in spite the reality that incentives

are increasing response rates. However for this academic study, the ethical implications of

‘buying’ the respondents and possibility of positive feedbacks were taken into

consideration to achieve more reliable findings (Fink, 2003). In addition all respondents

were informed that the study is for academic purposes.

– 43 –

3.6.2 Post Research Findings

As suggested by Bryman (2001), it is essential to check the integrity of conclusions in the

study that are generated from answers to online questionnaires. A sophisticated

quantitative analysis of component and correlation analysis were applied for analyzing the

data. As it has been tried to bring up a valid measurement for analyzing the results and

there is a match between data and conclusions, which is the indicator of internal validity.

The study has medium face validity while 2 factors defined as attitude change indicators

and their relationship with motivation and blog credibility factor, presents a foundation for

marketers to understand effects of CGM on blogs. Bryman states that “external validity is

strong when the sample from which data are collected has been randomly selected “(2001

p.43). As the study based on self selection, the resulting sampling frame does not

represent the web users community in Turkey. However as respondents were oriented

from all popular recipe blogs in Turkey, they are representing the recipe blog readers

community in Turkey. Thus external reliability suggested to be medium and universality

suggested to be low.

3.7. SECONDARY RESEARCH

Secondary data for this research have been collected mainly from two resources: Internet

and textbooks. “The Internet can be used as a secondary research tool in social sciences”

(Hewson et.al, 2003). Bournemouth University Library web site and electronic resources

mainly ABI/Info, EBSCOhost. Academic Search Elite, Communication & Mass Media

Complete were used as a resource for latest studies. In addition to that Google’s

Academic research tool, BlogPulse trend analysis tool, Technorati listings and blogs,

Feedster top 500 blog list and Pew Internet Project web site were used to obtain latest

study and statistics about the blog usage. As blogs are a contemporary topic and not

much scholar studies are available on electronic resources, thus articles on newspapers

and several books on blogs were also used as other resources.

– 44 –

CHAPTER 4 - F INDINGS

This study consists on two major parts: Blog credibility factor analysis and effects of Blog

use on brand attitude change analysis. Since changing attitude depends on the credibility

level of the source, first factors contributing a blog’s credibility will be assessed. Following

that, effects of blog use on brand attitude change will be presented. The analysis is based

on proposed model and hypothesis tests. All data for both analyses were decoded and

then analyzed using SPSS version 13.

4.1 OVERVIEW OF THE STUDY

Respondents were asked their opinions and usage habits of recipe blogs in 53 questions

(Please see Appendix 1 for the questionnaire). Mainly ordinal scales used to question

attitudes towards web site, author and Internet reliability. Respondents were asked to

respond to statements using a five-point Likert scale ranging from 1 (Strongly Disagree or

extremely unlikely) to 5 (Strongly Agree or extremely likely). Respondents were volunteers

which are visiting a recipe blog during the recipe blog.

4.1.1. Descriptive Statistics

Total number of filled out questionnaire were 786 however 28 of them were uncompleted.

So, only 758 responces were eligible for the analysis. Of the survey’s 758 respondents

96% of them were women, which are heavy blog users, 89% of the respondents were

visiting a recipe blog at least once a week. Respondents’ education level were high 76% of

them have university degree BA level or over. It must be taken into consideration that

percentage of women and the average education level are much higher than the Internet

population in Turkey. Therefore, a bias to educated and experienced women must be

considered while interpreting the results, so that according to previous studies, the

credibility of the medium likely to appear higher.

Respondents were mainly (77.8%) redirected from the most popular recipe blog in Turkey,

www.portakalagaci.com. This blog has special forum functionality for recipe sharing.

Average comments per recipe are over 50 (Personal observation). Second most popular

blog was www.evcini.com and following that www.tarcininmutfagi.com. All these three

blogs are updated regularly, have special design elements different than regular

blogger.com designs which appeals more visitors. Portakalagaci.com was selected as the

one of the best blogs in Turkey by Focus Magazine in August, 2005 issue. However,

parallel to the objectives of this study all three authors of these blogs are not IT

http://www.portakalagaci.com/

http://www.evcini.com/

http://www.tarcininmutfagi.com/

– 45 –

professionals, they are regular consumers and blogging is their hobby. Please see Exhibit

1 below for frequency of respondents according to site information.

Blog Name

Number of

Respondents

Frequency Percent

Portakalagaci.com 589 77,8

Evcini.com 65 8,6

Tarcininmutfagi.com 24 3,2

Other 18 2,4

mutfaktazen.blogspot.com 11 1,5

hanifedentarifler.blogspot.com 9 1,2

diyetyemekler.blogspot.com 8 1,1

yemekzevki.blogspot.com 7 0,9

Yogurtland.com 6 0,8

mekanimizmutfak.blogspot.com 6 0,8

pastaci.blogspot.com 4 0,5

hasirsepet.blogspot.com 3 0,4

Dilekce.blogspot.com 2 0,3

semaver.blogspot.com 2 0,3

Sibelinkahvesi.blogspot.com 2 0,3

Zeytinagaci.blogspot.com 1 0,1

Total 757 100,0

Exhibit 1 – Visitors and blogs frequency

Motivation * Have you visited this site before? Crosstabulation Approximately 87% of the respondents who were stated that they were browsing already

stated that they have visited the site before. On the other hand 4.2% of the respondents

who were stated that they were searching for specific information therefore forwarded to

this site from a search engine also reported that they have already visited the site before

(See Exhibit 2). This means that the respondent group is interested in cooking and

therefore relevant to the topic.

– 46 –

Exhibit 2 – Motivation and Site Visit – Cross tab

Site and Visitors High proportion of the respondents visiting blogs regularly (See exhibit 3). 90% of the

respondents stated that they will visit the site again (Likert scale 5 Strongly agree).

Supporting the satisfaction level of the respondents 78% of them rated the blog they are

regularly visiting as one of its best and 82% of the respondents stated that they can

recommend this site to their friends.

Site visit frequency

Frequency Percent

Almost everyday 480 63,41

1-3 Times a week 181 23,91

1-3 a month 33 4,36

Less than once a month 20 2,64

Total 714 94,32

Unspecified 43 5,68

757 100,00

Exhibit 3 – Site visit frequency

Whereas site usability and content ratings of the respondents also suggests these

outcomes (See exhibit 4). Over 70% of all respondents rated the blogs they are visiting

highly satisfactory according to the content and usability levels.

– 47 –

Site makes easy to

find recipes

Satisfied with the

content

Feel comfortable

surfing

Frequency Percent Frequency Percent Frequency Percent

Strongly

disagree 10,00 1,32 8 1,06 11 1,45

2 18,00 2,38 9 1,19 13 1,72

3 73,00 9,64 35 4,62 58 7,66

4 119,00 15,72 123 16,25 134 17,70

Strongly agree 535,00 70,67 580 76,62 535 70,67

Total 755,00 99,74 755 99,74 751 99,21

Unspecified 2,00 0,26 2 0,26 6 0,79

757,00 100,00 757 100,00 757 100,00

Exhibit 4 – Site content ratings

Recipes in the blogs are actually copied into real life. 58% of the respondents reported

that they cook recipes which they learn from blogs. It must be stated at this stage that

most of the comments to recipe blogs are related with tips and reviews about the recipes

(Personal observation). However, as respondents reported people might cook their own

versions of those recipes, while only half of the respondents who cook recipes from the

blog prepare the shopping list related to this recipe according to the list in site. On the

other hand the reported 23% respondents highly agreed to “prepare shopping list as in

site” statement and 25% stated that they agree (Likert scale 4). Therefore, the author’s

recommendations about the shopping list appear to be important.

I cook recipes from

this site

I prepare shopping

list as in site

Frequency Percent Frequency Percent

Strongly

disagree 13 1,72 80 10,57

2 28 3,70 113 14,93

3 101 13,34 189 24,97

4 158 20,87 193 25,50

Strongly agree 443 58,52 174 22,99

Total 743 98,15 749 98,94

Unspecified 14 1,85 8 1,06

757 100 757 100

Exhibit 5 – Site content usage

– 48 –

Previous Purchase Reports While 91% of the respondents visited the site before, variables aiming to question

previous experience with the site will likely to give us clues about CGM effects. 61.5% of

the respondents reported that they have read a product or brand info at least once. Nearly

42% of the visitors reported that they have given at least one purchase decision according

to a given recommendation by the author or another visitor. 94% of the people who made

a purchase according to a recommendation they read on a blog reported that they

continue to buy that product. As stated before, FMCG products are accepted as low-

involvement products and the persuasion capability of ATL (Above-the-line) advertising

accepted as low and based on repetition of the message effect. On the contrary, recipe

blogs who directly talks with the visitors who are interested in cooking therefore food

products appear to represent the power of interpersonal communication with high

persuasion power (See Exhibit 6).

Have you visit

Read any product

info

Ever make a

purchase decision

Continue to buy

that product

Site? Frequency Percent Frequency Percent Frequency Percent

Yes 466 61,56 324 42,80 307 40,55

No 291 38,44 433 57,20 450 59,45

Total 757 100,00 757 100,00 757 100,00

Exhibit 6 – Have you visited this site before * Purchase reports cross tab

Blogs appear to have a significant persuasion power: 44% of the respondents who

reported that they visited the site before also reported that they made a purchase decision

at least once. However, as this value is highly over than any other advertising mediums

return rate – in other words its effect on purchase decision-, it must be taken into

consideration that the respondents of this survey study are self selected therefore positive

bias through the usage of the blogs expected as stated in limitations section on chapter 3.

Overall Perceptions of Credibility High proportion of blog visitors believe what they read in blogs. When the respondents’

overall (without considering motivation and previous site experience factors) perceptions

of credibility analyzed it can be concluded that blog authors are perceived as expert and

found trustable by respondents. Over 70% of the respondents rated blog authors as

expert in their fields by rating them 4 and over. 44% of the respondents reported that they

are highly confident about author’s recommendations and 51% of the respondents stated

that they strongly agree that they trust author’s advices. Over 80% of the total

– 49 –

respondents rated authors as trustable (Likert scale 4 and over). On the other hand,

content created by other visitors are not as much credible as the author’s. However, as

some visitors which are regularly posting comments on a blog are likely to be more

credible than other visitors, the rating for “I can trust comments by some of the visitors”

statement is higher than “trust to all visitors” value but half of the “trust to author” value.

Therefore, it can be concluded that author qualities appears to be the most significant

factor influencing a blog’s credibility perception (See Exhibit 7).

I beleive author is

an expert

I beleive author is

independent

Confident about

author's

recommendations


Strongly

disagree 17 2,25 26 3,43 12 1,59

2 39 5,15 22 2,91 36 4,76

3 155 20,48 93 12,29 118 15,59

4 219 28,93 152 20,08 251 33,16

Strongly agree 321 42,40 443 58,52 331 43,73

Total 751 99,21 736 97,23 748 98,81

Unspecified 6 0,79 21 2,77 9 1,19

Total 757 100,00 757 100,00 757 100,00

I can trust author's

advices

I can trust every

comment by other

visitors

I can trust

comments by

some of the

visitors


Strongly

disagree 12 1,59 64 8,45 35 4,62

2 18 2,38 156 20,61 110 14,53

3 108 14,27 270 35,67 239 31,57

4 217 28,67 149 19,68 187 24,70

Strongly agree 392 51,78 101 13,34 166 21,93

Total 747 98,68 740 97,75 737 97,36

Unspecified 10 1,32 17 2,25 20 2,64

Total 757 100,00 757 100,00 757 100,00

Exhibit 7 – Overall perceptions of credibility

4.1.2. Summary

Taking into consideration that the respondents are highly educated and highly loyal to the

blogs they are reading regularly, it can be stated that high portion of blog readers trust and

apply the recommendations and comments in a blog. This is likely as a result of high

credibility of blogs and power of interpersonal communication. In following section, I will

– 50 –

analyze the factors of credibility and try to approach for a conclusion about the possible

contribution levels of those factors.

4.2. BLOG CREDIBILITY FACTOR ANALYSIS

The primary purpose of this part of the study is to determine factors affecting a blog’s

credibility. A series of factor analysis and following that correlation analysis were

conducted to understand the contribution of factors to blog credibility according to the

proposed path model for blog’s credibility (Please see Chart 3 in Chapter 2). It must be

stated that a blog’s credibility is a perception of a consumer depending on a complex

structure of interrelated factors. Therefore perfect simplification of the blog credibility value

is a subject of inability. Thus, the aim of this study is not the generation of a perfect fit

model for explaining blog’s credibility but an approach for understanding the mechanism

underlies below the blog’s credibility.

4.2.1. Dependent Measures

As stated before, credibility measurements are subject to debate while different measures

used to gauge level of perceived source credibility (Johnson & Kaye, 2004; Flanagin &

Metzger, 2000). According to Johnson and Kaye (2004), media credibility can be

measured as multidimensional construct consists of believability, accuracy, fairness and

depth of information. On the other hand Flanagin and Metzger (2000) measured credibility

in their study considering following dimensions: accuracy, trustworthiness, bias and

completeness of the information. Whereas in this study, blog credibility was assessed as a

multidimensional concept consisting of the trustworthiness and believability. There are two

main content sources observed in a blog: the author and visitors. Therefore

trustworthiness aspect of author and visitor generated content chosen to be assessed

separately. All variables were with ordinal (Likert) scales ranging from 1 (Strongly

disagree) and 5 (Strongly agree).

Author related variables were: “I believe I can trust the author’s advice”, “I feel confident

about the author’s recommendations”, “I prepare my shopping list exactly on what the

author recommends”. A summated index measuring blog credibility based on the author

related perceptions was made up using these 3 variables. As a result of factor analysis

facilitating single component analysis using varimax rotation; single component was

extracted, explaining 72% of the variance. Cronbach’s alpha based on standardized items

– 51 –

was computed on the resultant factor in order to assess the scale reliability, which was

found to be acceptable (α= .802). (Please see Appendix – 4 for SPSS output).

Supporting this variable, a second summed rating scale tested for capability to represent

perceived credibility of a blog based on visitor generated content trustworthiness. Visitor

generated content related variables were “I can trust every comment by other visitors” and

“I can trust some comments by other visitors”. However with single component covering

63% of variance and Cronbach2s alpha (α= .424), this variable was not accepted as

reliable, thus not used for the analysis.

In order to represent blog credibility perception as a whole with author and visitor contents,

a summed rating scale based on 5 related variables listed above generated. As a result of

factor analysis facilitating single component analysis using varimax rotation; single

component was extracted, explaining 52% of the variance. Cronbach’s alpha based on

standardized items was computed on the resultant factor in order to assess the scale

reliability, which was found to be just below the acceptable 0.8 level (α= .746). (Please see

Appendix – 4 for SPSS output).

4.2.2. Independent Measures

VISITOR RELATED FACTORS Source reliance Past studies (Johnson & Kaye, 2004) suggest that credibility of the used media strongly

related with source reliance. Therefore, respondents of this study were asked to assess

their level of Internet reliance. The reliance factor consists of four variables with ordinal

(Likert) scales ranging from 1 (Strongly disagree) and 5 (Strongly agree): “I use the

Internet as an information resource (news, email, search engines)”, “I use the Internet only

for work purposes “, “I use the Internet regularly to decide what to cook, learn new

recipes”, “I use the Internet to learn about new products/developments in food category”.

According to Spearman’s rho correlation coefficients between these variables were

significant at 0.01 level (2-tailed). Thus, it has been decided to handle source reliance

factors as single-item variables in the final analysis. Supporting this argument, Cronbach’s

alpha based on standardized items found to be unreliable (α= .558) for these 4 variables.

Internet experience As stated in theoretical background Internet experience suggested as a factor

influencing the web reliability of the visitor. According to Flanagin and Metzger

– 52 –

(2000) Internet experience is composed of Internet use, experience, expertise,

familiarity and access. In order to assess experience level of respondents, items

were tested to compose a single measure in this study. Three variables were

subject to a principal components factor analysis: “How long have you been an

Internet user”, “How frequent do you use the Internet”, “Do you have your own web

site or blog”. As a result of factor analysis using varimax rotation, single component

was extracted, explaining 42% of the variance. Because different measurement

scales Cronbach’s alpha was insignificant. Therefore, both factor score for

experience and single-items for Internet experience used in the final test for blog

credibility factor analysis. At this stage it must be stated that these are not always

likely to be a separate issue. Therefore, might give different results within a

different sample.

Convenience Respondents were asked to indicate their agreement with statements about why they use

Internet for gathering information about food products and recipes. The convenience

factor consists of five variables grouped under 3 characteristics: Behavioral aspects “I

cook recipes using this site”, “I prepare my shopping list exactly on what the author

recommends”, medium related aspects “I believe the Internet is a convenient and reliable

source which I can easily access to information about food products”, and personal

relevance to the topic “I am interested in cooking as a hobby. I learn new recipes because

I enjoy cooking” and “I am a new cook - learning how to cook from the Internet”. Variables

were with ordinal (Likert) scales ranging from 1 (Strongly disagree) and 5 (Strongly agree).

Resulting the data is multidimensional, generation of a reliable single variable for

convenience measure were not possible. Instead of generating 3 factors, final analysis

decided to be executed on each single item.

Site Familiarity Visitors’ previous experience with the site also examined with two additional

variables: “Visit frequency” (Numerical scale – 1/Everyday-4/ Less than a month)

and “Have you visited this site before” (Dichotomous – Yes/No). Final analysis

decided to be executed on each single item while measurement scales were not

common.

– 53 –

DESIGN AND CONTENT RELATED FACTORS The site design and content factor consists of seven variables stated below. Please note

that some questions are based on Attitude towards web site study of Chen and Wells

(1999):.

Usability and Design Respondents were asked to evaluate the usability and design factors of the

particular blog they were visiting. Variables “Visit this site in the future”, “I can

recommend this site” and “Site rating”, and “feel comfortable surfing” and “Good

way of spending my time” were related to usability and design issues.

Content Respondents were asked to indicate their agreement with the statements about the

site content. Variables “satisfied with the content” and “makes easy to find recipes”

are presented them to rate the degree they found the medium satisfactory content

wise.

All variables were facilitating ordinal (Likert) scales ranging from 1 (Strongly disagree) and

5 (Strongly agree). As a result of factor analysis facilitating single component analysis

using varimax rotation; single component was extracted, explaining 62,7% of the variance.

Cronbach’s alpha based on standardized items was computed on the resultant factor in

order to assess the scale reliability, which was found to be very good (α= .895). (Please

see Appendix – 5 for SPSS output).

Additional Factor - Interactivity Two items “I post comments” and “I read comments” were used in the survey to indicate

visitor’s level of interactivity with the blog and consumer generated content. Since the

reliability test Cronbach’s alpha value and factor analysis proved that these two values

must be handled separately from site design and content factors, an additional factor

based on these two variables generated with explaining approximately 75% of the

variance. (Please see Appendix – 5 for SPSS output).

AUTHOR RELATED FACTORS Author related factors were predicted to be Independency, personal, expert, neutral and

fair depending on previous research (See chapter 2). As suggested by Slater and Rouner

(1996) manipulation checks on source expertise necessitates a reliance on single-item

measurement, supporting this argument the items are commonly used in persuasion

studies, thus have apparent face validity: “I believe the Author of this web site is an expert

– 54 –

in his/her topic”, “I believe the author is independent”, “Messages given in this web site are

personal” (1 – Strongly disagree, 5-Strongly agree).

The data for author characteristics is multidimensional. The correlation between variables

were significant at 0.01 level however the Cronbach’s alpha value for reliability were below

0.8 level (α= .645). So that generation of a reliable single variable for author related

measure were not possible. Therefore final analysis has to be executed on each single

item in order to achieve a representative outcome.

4.2.3 Measurement Results for Blog Credibility Factor Analysis

In order to estimate relationship between Blog credibility (dependent variables) and site

design content, visitor and author characteristics correlation analysis was used in this

study. While this case deals with one ordinal and one numerical characteristic the

Spearman rank correlation has been used as suggested by Cramer (2003). Test of

significance was 2-tailed and given the large sample size almost all tests reached

statistical significance (0.000). It must be stated at this stage, correlation does not mean a

direct cause and effect between factors but a sign of linear relationship (Fink, 2003b).

PRIMARY RESULTS Visitor Related Factors and Blog Credibility A correlation analysis was conducted between Blog Credibility Factor, Author Credibility

Factor and four variables specified for visitor’s internet reliability (Please see Appendix 6

for SPSS output). Close examination of Appendix 6 - Table 1 indicate that there is an

association between the blog credibility and visitor’s internet reliability. Using the Internet

regularly to decide what to cook and learn recipes appears to be the most effective

component (Spearman’s rho=.228, N=694). Both correlations between Blog Credibility and

variables “I use the Internet as an information resource (news, email, search engines)”, “I

use the Internet to learn about new products/developments in food category” are positive

and significant at 99% confidence level; however as the correlation coefficients are less

than 0.2 confidence level thus accepted as negligible. The correlation between blog

credibility and “I use the Internet only for work purposes“ is negative as expected, while

cooking is accepted as a hobby and people who use the Internet only for work purposes

tend to have less activities for leisure. So where respondent was closer to strongly agree

rating their perception of blog credibility decreases. In other words, it suggests that if

visitor’s number of online activities increases the perceived level of blog credibility might

– 55 –

increase. However the correlation coefficient between these two variables are very weak

for this study (Spearman’s rho=-.016, N=731).

Please note that, it has been taken into consideration that a significant correlation

between factors does not require a cause and effect relation as stated above. And

between variables there might even be two-way relations such as the “credibility

perception of the site” might influence “the usage of the Internet regularly decide what to

cook” positively. Whereas using the Internet to decide what to cook appears to have effect

on the credibility of the blog. Therefore, outcomes for this part of the study must be

interpreted depending on this particular warning.

Experience level of the visitor and Blog Credibility Variables “How long have you been an Internet user”, “How frequent do you use the

Internet”, “Do you have your own web site or blog” are tested for correlation with blog

credibility factors (Please see Appendix 6 – Table 2 for SPSS output). None of the factors

were significant enough to represent a correlation. However, only number of years being

an Internet user appears to have a negative effect on blog credibility with -0.097

Spearman’s rho correlation coefficient, the finding is also not significant.

Convenience Perception of Visitor and Blog Credibility Apparently convenience factors are highly associated with Blog and Author credibility

factors (Please see Appendix 6 – Table 3 for SPSS output). Preparing the shopping list

exactly on what the author recommends related highly with author credibility (Spearman’s

Rho=0.770, N=732, Sig.=0.000) and blog credibility (Spearman’s rho=0.687, N=702,

Sig.=0.000). Cooking recipes from the site follows has a moderate level correlation with

blog credibility (Spearman’s rho=0.43, N=695). Perceptions of Internet convenience as a

medium for information has a weaker but positive effect on the blog credibility

(Spearman’s rho=0.263, N=691). Personal relevance to the topic cooking has positive

correlation with credibility factors however as the correlation coefficients are less than 0.2

confidence level thus accepted as negligible. On the other hand personal relevance

factors correlated with “cooking recipes from the site” (Spearman’s rho=0.271) and

“Internet is a convenience source” (Spearman’s rho=0.288) at high statistical significance

(0.00) therefore might be accepted as a factor of blog credibility.

– 56 –

Site Familiarity and Blog Credibility According to bivariate correlation analysis between visit frequency and blog credibility,

there is a negative correlation (Spearman’s rho=-0.204, N=666). As frequency value

defined as reverse order smaller values indicate higher frequency, it can be suggested

that as visit frequency increases blog credibility might influence positively (Please see

Appendix 6 – Table 4 for SPSS output).. However the correlation between two variables is

weak for this sample group. The variable “Have you visited this site before” (Dichotomous

– Yes/No) tested using Pearson correlation and appear to be insignificant (-0.078).

Site Design and Content and Blog Credibility As stated above in the independent measurement section, there was one factor generated

for Usability, Design and Content variables. Correlation between “site related” factors and

blog credibility factors tested using Pearson’s correlation. Close examination of Appendix

6 - Table 5 indicate that there is a moderate level association between the blog credibility

and site design usability and content factors (Pearson coefficient=0.558, N=675). As in

other correlation analyses significant level were at the 0.01 and statistical significance

were high (0.000).

Interactivity Factor and Blog Credibility According to correlation analysis (Please see Appendix 6 – Table 5 for SPSS output)

user’s interaction with the blog has positive associations with the blog’s credibility

perception. However, the correlation is just close to borders of moderate level but still in

accepted weak correlation coefficient limits as it is 0.398 (N=684).

Perception of Author Characteristics and Blog Credibility According to correlation analysis (Please see Appendix 6 – Table 6 for SPSS output)

user’s perception about author’s expertise in the field has the highest correlation with blog

credibility factor. As suggested by previous studies, more the author perceived an expert

more the source perceived as credible (Spearman’s rho=0.494, N=699). As we would

expect, this is a two-way relationship whereas if the blog is credible surely the author must

be as the main source of messages.

The Perception of independence of the author also positively correlated with the blog

credibility as expected (Spearman’s rho=0.413, N=684). The variable “Messages given in

this web site are personal” appears to be less correlated with the credibility factor

(Spearman’s rho=0.294, N=690) however the inter-correlation between other author’s

independence characteristic is moderately strong (Spearman’s rho=0.508, N=724). For

– 57 –

this analysis confidence level was 99% and statistical significance was 0.000 for all of the

correlations.

4.2.4. Conclusion

According to findings based on correlation analysis, a final component analysis executed

in order to examine contributions from variables to a blog’s credibility (Please see

Appendix 7 for SPSS output). Below variables are selected as they are representing the

highest correlation with the credibility factor in the factor analysis. As can be seen final

output below Table 5 rotated component matrix for significant blog credibility variables 3

main factors appear to be influential. Site usability and content related variables which are

grouped under Site and Content Related Factor in the proposed model, convenience

related variables which are grouped under Visitor Related Factors in the proposed model

and trustability + believability of the blog including author characteristics of being an expert

and independent which are mainly grouped under Author Related Factors in the proposed

model.

Table 3 - Rotated component matrix for significant blog credibility variables

– 58 –

Therefore, we can conclude that the proposed model “The Path model of predictors of

blog credibility” proposes a correct approach for suggesting factors which influences a

blogs credibility. However the model is not presenting a complete picture of the relations

between these factors as can be observed in the factor analysis for credibility. It can be

stated that researcher is aware of the flows to this model. Resulting on the complexity of

the issue, learning outcomes might be criticized as unsatisfactory. However, it must also

be considered that sensible analysis of this data is beyond 20000 word dissertation. In

summary, future researchers must be aware of the complexity issue of the credibility

concept when taking this model as a base for their studies.

LIMITATIONS FOR FACTOR ANALYSIS As stated by Duncan (2003) “interpreting the results of a factor analysis solely based on

the items thought to make up a single index such as credibility is problematic”. Whereas it

is not possible to know without further information whether the final factor specifically

reflects author credibility or represents more general factor such as site usability and

design. Alternatively, when these factor grouped into three separate factors as in this

case, it would be harder to know whether a general factor such as “I cook recipes from

this site” had been broken down into two or more specific sub-factors (Adopted from

Duncan, 2003).

Therefore this factor analysis study must be interpreted as a way to illustrate the most

important relationship characteristics of factors influencing blog’s credibility.

4.3. BLOG’S EFFECTS ON BRAND ATTITUDE CHANGE ANALYSIS

The primary purpose of this part of the study is to test proposed hypothesis for blog’s

effects on brand attitude change according to proposed simplified “Framework for Blog’s

Effects on Brand Attitude Change” (See Chart 3 in Chapter 3). A series of factor analysis

and following that descriptive statistics and correlation analyses conducted in order to

explore the differences on changes in brand attitude according to independent variables,

blog credibility and user motivation.

4.3.1. Dependent Measures

For the purpose of this study, a multidimensional variable created to conduct the test.

Respondents were asked to report the possible brand attitude changes by rating their

– 59 –

intentions for following statements using a 5 point Likert scale 1 (Extremely unlikely) and 5

(Extremely likely) in total of six variables.

In order to produce factors for assessing reported attitude change, a component analysis

facilitating single component analysis using varimax rotation executed. Result of this

analysis two component was extracted, explaining 74,6% of the variance. Cronbach’s

alpha based on standardized items was computed on the resultant factor in order to

assess the scale reliability, which was found to be acceptable (α= .828). (Please see

Appendix – 8 for SPSS output). Factor 1 defined as Purchase Intention Factor with 4

variables “How likely is it to buy a new brand different than your regular brand for a

product (e.g. Soft cheese) recommended in a recipe by author?”, “If site author

recommends a brand's product (such as butter, flour, cheese) as a good product, how

likely you to buy and try that brand on your next purchase even it is different than your

regular brand”, “How likely is it to buy a new brand different than your regular brand for a

product (e.g. Soft cheese) recommended by another visitor in comments” and “If another

visitor comments a brand's product (such as butter, flour, cheese) as a good product, how

likely you to buy and try that brand on your next purchase even it is different than your

regular brand”. Factor 2 on the other hand defined as Memory Factor and with 2 variables:

“How likely will you remember recommendations by the author about a product when you

are shopping”, “How likely will you remember comments by other visitors about a product

when you are shopping”.

As a result of this factor analysis, in order to compare different result sets easier two

summated index variables are generated in order to measure reported attitude change,

Purchase Intention Summed and Memory Summed items.

4.3.2. Independent Measures

Blog Credibility: Definition of “Is the Source Credible?” As stated in previous factor analysis section, in order to represent blog credibility

perception a summed rating scale generated. As can be seen below table, this variable

has 5 as minimum value and 25 as the maximum value, which is a 5 times more of base

Likert scaled variables thus 5 for Strongly Agree and 25 for Strongly Disagree. Overall

perception of credibility of blogs is close to 19 which show a good level of credibility

(Please see Exhibit 8). The standard deviation for the summed blog credibility value is

close to 4 which show that the variance is not that high between the respondents

– 60 –

according to credibility perception. Please note that 55 of the respondents were accepted

as missing for this study while the rating for blog credibility were non-specified (0) values.

Summed Blog Credibility

Mean 18,39

Median 19

Std.Deviation 3,702

Frequency Percent

Strongly disagree 4 0,528401585

9 7 0,924702774

10 12 1,585204756

11 9 1,188903567

12 11 1,453104359

13 35 4,623513871

14 27 3,5667107

15 39 5,151915456

16 41 5,416116248

17 75 9,907529723

18 71 9,379128137

19 87 11,49273448

20 74 9,775429326

21 73 9,64332893

22 49 6,472919419

23 40 5,284015852

24 16 2,113606341

Strongly agree 32 4,227212682

Total 702 92,7344782

Missing 55 7,265521797

Total 757 100

Percentiles 25 16

50 19

75 21

Exhibit 8 – Descriptive statistics for Summed Blog Credibility Value

In order to test general perception of credibility, central value 15 (3 in 5 point scale) is

accepted as the limit. All summed blog credibility scores under 15 handled as No for this

study. On the other hand scores over and equal to 16 accepted as a positive answer to the

question “Is the source credible”. The answer valued 15 accepted as in between yes and

no, therefore total group of 39 respondents excluded from this analysis

Motivation: Browse or Search Second critical value for the hypothesis test was motivation of the visitor. Highest case

among respondents was Credible blogs * Browsing group of users with 68% of all

respondents. Credible blogs * Searching group was 38 respondents which is

– 61 –

approximately 5% of all respondents. For nonCredible blogs, Browsing group of users

were 12% and Searching group was approximately 2% of all respondents consequently.

The proposed the “Simplified Framework for Blog’s Effects on Brand Attitude Change” and

the distribution of respondents according to motivation value are as in below chart 5.

Chart 5 – Simplified Framework for Blog’s Effects on Brand Attitude Change and respondents

4.3.4. Hypothesis Test Results

OVERVIEW As stated in section 4.3.1 dependent measures for this test were Purchase Intention

Summed and Memory Summed values as indicators of reported attitude change. A

descriptive statistics analysis and correlation analysis between Summed blog credibility

variable and Purchase Intention Summed and Memory Summed variables has been

executed in order to provide empirical data to prove or reject the study hypotheses. Please

note that maximum value for a Purchase Intention Summed variable were 20 and for a

Memory summed variable were 10, which indicates that respondent was extremely likely

to change his/her attitude towards a brand.

Brand/Product

related message

received from a Blog

Is source credible?

Attitude Change

No

No

Summed credibility <15

N=105

Was consumer

Searching for

information?

No

N=92

Yes

N=13

No change

Was consumer

Searching for

information?

Yes

Summed credibility score>15

N=558

No

N=520

Attitude Change

Attitude Change

Yes

N=38

Summed credibility score=15

N=39 Excluded from the analysis

CASE 1

CASE 2

CASE 3

CASE 4

– 62 –

RESULTS

H1 – If the respondents were searching for information (high-involvement), they

more likely to report that their attitudes toward the brand mentioned on the

“credible blog” likely to change.

Among 38 respondents, 76.4% have indicated that they are likely to make a purchase

decision according to information they read on the blog. Values greater than 10 are

accepted as a positive attitude, whereas approximately 8% of the respondents reported an

extremely likely change in the attitude. For the same group of respondents, 52.6% of the

respondents reported that they are likely to remember comments they read on the blog.

Values greater than 5 are accepted as a positive attitude for memory indicator variable,

whereas 26% of the respondents reported an extremely likely attitude in the remembering

a comment.

According to correlation analysis between purchase intention summed, memory summed

and blog credibility summed variables, a positive relationship with low significance

detected. The highest correlation were between memory and blog credibility with 0.328

(Sig.=0,44, N=38), the correlation was significant at the 0.05 level. Please note that lower

number of respondents in this case effects the significance of the results negatively.

(Please see Appendix 8 – Case 1 for SPSS output for H1).

According to above stated empirical support H1 was accepted.

H2 – If the respondents were browsing (low-involvement), they more likely to report

that their attitudes toward the brand mentioned on the “credible blog” likely to

change. However, the reported change in the attitude expected to be lower than

high-involvement credible source case.


decision according to information they read on the blog and 5.6% of the respondents

reported an extremely likely change in the attitude. For the same group of respondents,

52.5% of the respondents reported that they are likely to remember comments they read

on the blog whereas 18.3% of the respondents reported an extremely likely attitude in the

remembering a comment.

– 63 –


and blog credibility summed variables, a positive relationship between variables at the

0.01 significance level has been detected. The highest correlation were between purchase

intention and blog credibility with 0.288 (Sig.=0,00, N=38). For this case the relation

between two attitude change indicators were more clear, while there were a positive

correlation with 0.333 correlation coefficient (Sig.=000, N=494). (Please see Appendix 8 –

Case 2 for SPSS output for H2)

Therefore, we can conclude that searching for information influences the involvement level

of the consumer for a credible blog, and high involvement influences consumer positively

to change their attitudes and remember comments they read on a blog. The percentage of

consumers reported to change their attitudes were lower for case 2 than case 1.

Therefore, According to above stated empirical support H2 was accepted.

H3 - If the respondents were searching for information (high-involvement), they

more likely to report that their attitudes toward the brand mentioned on the “non-

credible blog” likely to change. However, the reported change in the attitude

expected to be lower than high-involvement credible source case and low-

involvement credible source case.


decision according to information they read on the blog whereas none of the respondents

reported an extremely likely change in the attitude. Only 7.7% of the respondents were

reported a 15 likeliness to make a purchase decision in a 1-20 Likert scale. For the same

group of respondents, 38.5% of the respondents reported that they are likely to remember

comments they read on the blog whereas 15.4% of the respondents reported an extremely

likely attitude in the remembering a comment. It must be stated that for Case 3 least

number of respondents achieved, therefore resulting this narrow, inadequate sample for

the case the universality for this case might accepted as low.


and blog credibility summed variables, a high positive relationship between variables at

the 0.05 significance level has been detected. The highest correlation were between

purchase intention and blog credibility with 0.679 (Sig.=0,22, N=11). Please note that

– 64 –

lower number of respondents in this case effects the significance of the results negatively.

(Please see Appendix 8 – Case 3 for SPSS output for H3)

As correlation coefficient between credibility and purchase intention suggests, for a non-

credible blog, the little changes in credibility perception results bigger differences in the

purchase intention therefore attitude change as a result of blog readership. Mean values

for both attitude change indicators were also smaller than case 1 and case 2. This

indicates that there is likely a hierarchical relationship between them. Therefore, according

to above stated empirical support H3 was accepted.

H4 – If the respondents were browsing (low-involvement), they more likely to report

no change in their attitudes towards the brand mentioned on the “non-credible

blog”.


decision according to information they read on the blog whereas 1.1% of the respondents

reported an extremely likely change in the attitude. For the same group of respondents,

40.2% of the respondents reported that they are likely to remember comments they read

on the blog whereas 3.3% of the respondents reported an extremely likely attitude in the

remembering a comment.


and blog credibility summed variables, a positive relationship between variables at the

0.05 significance level has been detected. The highest correlation were between purchase

intention and blog credibility with 0.224 (Sig.=0,40, N=84). (Please see Appendix 8 – Case

4 for SPSS output for H4)

As general trend towards attitude change appear to be higher than case 3, it can be stated

that there is no hierarchical relationship between Case1-Case2-Case3 and Case 4.

Therefore, we can conclude that searching for information does not appear to be a major

influencer for a non-credible blog. According to empirical data stated above consumers

are reported that they are likely to change their attitudes and remember comments they

read on a blog even their credibility perception of the blog is low and they were not

searching for particular information. The percentage of consumers reported to change

their attitudes were higher for case 4 than case 3. Therefore, H4 was rejected.

– 65 –

4.3.4. Conclusion

According to Heath (2001) consumer’s attitude change process starts within the memory

as learning progress. Therefore, finding of two main factors representing purchase

intention changes and memory changes are found to be important outcomes at this level

of the study.

Browsing and searching appears to be an important indicator of the involvement of the

visitor. However, the rejection of H4 also suggests that regular usage of a blog likely to

increase the level of the involvement of the visitor. Even their overall credibility perception

is low, approximately 58% of the respondents in this group, reported that they are visiting

the particular blog almost everyday. In spite they are not confident about author’s

expertise (59.8% rated the author as 3 and below), majority of the population reported that

they are satisfied with the content (73.9% rated the content 4 and 5). Therefore, familiarity

and loyalty to the site itself appears to be influential on a possible attitude change as a

result of a blog readership.

It must be stated that the complexity of the issue explained in previous section also

appears in this case. In addition, to complexity of credibility perception, there are several

factors affecting consumer’s attitudes towards a brand and analyzing only but only one

factor’s effects on these changes are not possible using this research methodology.

While this study proposes a new approach to understand how blogs might have an effect

on consumer’s attitudes towards brands, the proposed framework for informal brand

information processing appears to present an incomplete picture of the current situation.

Therefore based on the outcomes of this study the framework must be restructured.

– 66 –

CHAPTER 5 – CONCLUSIONS

5.1. CONCLUSION

The most important outcome of this study is probably the detection of the level of influence

of blog readership to brand attitude change. As stated in Chapter 4 findings, in all four

different cases according to motivation and blog credibility perception respondents

reported their likelihood of attitude change ranging between 30% and 76%. Especially for

food category over 30% rates to purchase intention as a result of any advertising activity

are highly unimaginable. Even with the bias as a result of sampling method taken into

consideration, achieved values for attitude change reports highlights the potential of blogs

therefore the potential of consumer generated media (CGM).

As blogs are increasingly becoming main stream the influence of CGM will likely to

increase in the near future. According to ComScore research “Six of the top 10 blog-

hosting services have seen their traffic numbers grow by more than 100% from the first

quarter of 2004 to the first quarter of 2005. For example, Blogspot.com now draws more

traffic than NYTimes.com, USAToday.com, or WashingtonPost.com” (Claburn, 2005).

Many celebrity blogs are already became a point of attention and engaged with many

opinion leaders within online community.

As this study highlights blogs are capable of creating high loyalty among their readers.

Therefore, as a long term friend, blogs are remaining on the consumer’s side. Leveraging

the independence and expert characteristics and advantages of interpersonal

communication blogs appear to continue to influence consumer’s attitudes towards

brands.

5.2. RECOMMENDATIONS FOR THE INDUSTRY

I believe the value of this study for the Industry is lies under the analysis of credibility

factors of blogs. Past cases for commercial blogs showed that paid advertorials on blogs

or spoof blog sites does not capable to create same effect like a consumer created,

independent blog. However, instead of creating copycat blogs and try to fool consumers,

mimicking good characteristics of a blog might generate positive results for a commercial

blog.

– 67 –

5.3. RECOMMENDATIONS FOR FUTURE RESEARCH

As stated in the findings proposed models must be updated according to findings of this

study. Future researchers must be taken into consideration that, site visit frequency –it

might be defined in loyalty terms- is an important factor influencing involvement level of

the online consumer. There might be other motivational factors according to market and/or

sector. Therefore the complexity of the study would tend to increase. It must be taken into

consideration that overly complex data becomes an important block in front of the

researcher to make a sensible analysis of the data especially in a 20000 word limit if this is

a dissertation study. Please note that blog credibility is a complex multidimensional

concept which is slightly hard to simplify in order to generate a perfect explanation of the

issue.

Word count (20.766 including references)

– 68 –

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http://web.media.mit.edu/~fviegas/survey/blog/results.htm

– 71 –

APPENDICES

APPENDIX 1 – THE QUESTIONNAIRE

PLEASE SEE QUESTIONS.XLS FOR THE QUESTIONNAIRE

PLEASE SEE DATASEVILOZER.SAV FOR SPSS DATA

– 72 –

APPENDIX 2 – THE SCREENSHOTS OF ONLINE QUESTIONNAIRE

– 73 –

– 74 –

APPENDIX 3 – SOME SCREENSHOTS OF THE BLOGS WHO SUPPORTED THE SURVEY STUDY

www.portakalagaci.com

http://www.portakalagaci.com/

– 75 –

www.evcini.com

http://www.evcini.com/

– 76 –

www.yogurtland.com

– 77 –

APPENDİX 4 – BLOG CREDİBİLİTY FACTOR ANALYSİS

Dependent Variables

Perceived Blog Credibility – Based on author Case Processing Summary

N %

Cases Valid 732 96,7

Excluded(a)

25 3,3

Total 757 100,0

a Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha

Cronbach's Alpha Based

on Standardized

Items N of Items

,774 ,802 3

Inter-Item Correlation Matrix

I can trust author's advices

Confident about author's

recommendations

I prepare shopping list

as in site

I can trust author's advices 1,000 ,786 ,467

Confident about author's recommendations ,786 1,000 ,472

I prepare shopping list as in site ,467 ,472 1,000

The covariance matrix is calculated and used in the analysis.

Communalities

Initial Extraction

I prepare shopping list as in site 1,000 ,531

Confident about author's recommendations 1,000 ,818

I can trust author's advices 1,000 ,813

Extraction Method: Principal Component Analysis.

– 78 –

Total Variance Explained

Component

Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2,163 72,093 72,093 2,163 72,093 72,093

2 ,621 20,714 92,806

3 ,216 7,194 100,000


321

Component Number

2,5

2,0

1,5

1,0

0,5

0,0

Eig

en

valu

e

Scree Plot

Component Matrix(a)

Component

1

I prepare shopping list as in site ,729

Confident about author's recommendations ,905

I can trust author's advices ,902

Extraction Method: Principal Component Analysis. a 1 components extracted.

– 79 –

Perceived Blog Credibility – Auhor and Visitor

Case Processing Summary

N %


Excluded(a)

55 7,3

Total 757 100,0



Cronbach's Alpha


on Standardized

Items N of Items

,723 ,746 5


I can trust author's advices

Confident about author's

recommendations

I prepare shopping list

as in site

I can trust comments by some of the

visitors

I can trust every

comment by other visitors

I can trust author's advices 1,000 ,813 ,468 ,317 ,335

Confident about author's recommendations ,813 1,000 ,473 ,284 ,332

I prepare shopping list as in site ,468 ,473 1,000 ,187 ,225

I can trust comments by some of the visitors ,317 ,284 ,187 1,000 ,266

I can trust every comment by other visitors ,335 ,332 ,225 ,266 1,000


KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,731

Bartlett's Test of Sphericity

Approx. Chi-Square 1105,327

df 10

Sig. ,000

– 80 –

Communalities

Initial Extraction

I prepare shopping list as in site 1,000 ,453

Confident about author's recommendations 1,000 ,745

I can trust author's advices 1,000 ,759

I can trust every comment by other visitors 1,000 ,337

I can trust comments by some of the visitors 1,000 ,272



Component



1 2,567 51,339 51,339 2,567 51,339 51,339

2 ,883 17,660 69,000

3 ,726 14,512 83,512

4 ,610 12,198 95,709

5 ,215 4,291 100,000


– 81 –

APPENDİX 5 – BLOG CREDİBİLİTY FACTOR ANALYSİS

Independent Variables

Visitor Related Factors - Source Reliance

Site Related Factors

A – Design and Content Case Processing Summary

N %


Excluded(a)

32 4,2

Total 757 100,0



Cronbach's Alpha


on Standardized

Items N of Items

,886 ,895 7


Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,911

Bartlett's Test of Sphericity

Approx. Chi-Square 2812,060

df 21

Sig. ,000


Visit site in the future

Site makes easy to find

recipes Satisfied with the content

Feel comfortable

surfing

Good way of spending my

time

I can recommend my friend this site

I would rate this site

Visit site in the future 1,000 ,497 ,630 ,537 ,463 ,615 ,468

Site makes easy to find recipes ,497 1,000 ,692 ,571 ,490 ,532 ,485

Satisfied with the content ,630 ,692 1,000 ,643 ,537 ,690 ,563

Feel comfortable surfing ,537 ,571 ,643 1,000 ,622 ,586 ,478

Good way of spending my time ,463 ,490 ,537 ,622 1,000 ,490 ,409

I can recommend my friend this site ,615 ,532 ,690 ,586 ,490 1,000 ,528

I would rate this site ,468 ,485 ,563 ,478 ,409 ,528 1,000


Communalities

Initial Extraction

Site makes easy to find recipes 1,000 ,607

Satisfied with the content 1,000 ,776

Feel comfortable surfing 1,000 ,687

Good way of spending my time 1,000 ,530

I can recommend my friend this site 1,000 ,679

I would rate this site 1,000 ,499

Visit site in the future 1,000 ,613


– 2 –


Component



1 4,391 62,725 62,725 4,391 62,725 62,725

2 ,650 9,280 72,004

3 ,515 7,358 79,363

4 ,509 7,274 86,637

5 ,370 5,287 91,923

6 ,328 4,686 96,609

7 ,237 3,391 100,000


Component Matrixa

,779

,881

,829

,728

,824

,707

,783

Site makes easy to f ind

recipes

Satisf ied with the content

Feel comf ortable surf ing

Good way of spending

my time

I can recommend my

f riend this site


Visit s ite in the f uture

1

Compone

nt

Extraction Method: Princ ipal Component Analy sis.

1 components extracted.a.

B – Interactivity

Reliabil ity Statistics

,656 ,665 2

Cronbach's

Alpha

Cronbach's

Alpha Based

on

Standardized

Items N of Items


1,000 ,498

,498 1,000

I read comments

I post comments

I read

comments

I post

comments

The cov ariance matrix is calculated and used in the analy sis.


,500

207,534

1

,000

Kaiser-Mey er-Olkin Measure of Sampling

Adequacy .

Approx. Chi-Square

df

Sig.

Bart lett's Test of

Sphericity

Communalities

1,000 ,749

1,000 ,749

I read comments

I post comments

Init ial Extraction

Extraction Method: Principal Component Analy sis.

– 2 –


1,498 74,909 74,909 1,498 74,909 74,909

,502 25,091 100,000

Component

1

2

Total % of Variance Cumulat iv e % Total % of Variance Cumulat iv e %

Init ial Eigenv alues Extraction Sums of Squared Loadings

Extraction Method: Principal Component Analy sis.

Component Matrixa

,866

,866

I read comments

I post comments

1

Compone

nt



54321

Component Number

3,0

2,5

2,0

1,5

1,0

0,5

0,0

Eig

en

valu

e

Scree Plot

Component Matrix(a)

Component

1

I prepare shopping list as in site ,673

Confident about author's recommendations ,863

I can trust author's advices ,871

I can trust every comment by other visitors ,581

I can trust comments by some of the visitors ,522

Extraction Method: Principal Component Analysis. a 1 components extracted.

– 3 –

APPENDIX 6 – BLOG CREDİBİLİTY FACTOR ANALYSİS CORRELATİON MATRİXES

Visitor Related Factors

Table 1 - Internet Reliance

Correlations

1,000 ,931** ,168** -,046 ,215** ,176**

. ,000 ,000 ,211 ,000 ,000

732 702 726 731 723 719

,931** 1,000 ,176** -,016 ,228** ,182**

,000 . ,000 ,682 ,000 ,000

702 702 697 701 694 689

,168** ,176** 1,000 -,164** ,336** ,216**

,000 ,000 . ,000 ,000 ,000

726 697 751 750 741 736

-,046 -,016 -,164** 1,000 -,071 -,045

,211 ,682 ,000 . ,051 ,223

731 701 750 756 746 741

,215** ,228** ,336** -,071 1,000 ,402**

,000 ,000 ,000 ,051 . ,000

723 694 741 746 747 732

,176** ,182** ,216** -,045 ,402** 1,000

,000 ,000 ,000 ,223 ,000 .

719 689 736 741 732 742

Correlat ion Coef f ic ient

Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N

Author Credibility Factor

Score

Blog Credibility Factor

Score

I use the Internet to as an

inf ormat ion resource

I use the Internet only f or

work purposes

I use the Internet regularly

to dec ide what to cook

I use the Internet to learn

about new

products/developments

Spearman's rho

Author

Credibility

Factor Score

Blog

Credibility

Factor Score

I use the

Internet to as

an

inf ormat ion

resource

I use the

Internet only

f or work

purposes

I use the

Internet

regularly to

dec ide what

to cook

I use the

Internet to

learn about

new

products/de

v elopments

Correlat ion is signif icant at the 0.01 level (2-tailed).**.

– 2 –

Table 2 – Visitor’s Internet Experience

Correlations

1,000 ,931** -,084 -,004

. ,000 ,064 ,924

732 702 490 484

,931** 1,000 -,097* ,017

,000 . ,035 ,714

702 702 469 463

-,084 -,097* 1,000 -,214**

,064 ,035 . ,000

490 469 501 479

-,004 ,017 -,214** 1,000

,924 ,714 ,000 .

484 463 479 495


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N

Author Credibility

Factor Score


Score

How long have y ou

been an Internet user?

How f requent do y ou

use the Internet?

Spearman's rho

Author

Credibility

Factor Score

Blog

Credibility

Factor Score

How long

hav e you been

an Internet

user?

How f requent

do you use

the Internet?

Correlat ion is signif icant at the 0.01 lev el (2-tailed).**.

Correlat ion is signif icant at the 0.05 lev el (2-tailed).*.

– 3 –

Correlations

1 ,950** -,047 -,024

,000 ,203 ,602

732 702 732 469

,950** 1 -,047 -,003

,000 ,217 ,945

702 702 702 448

-,047 -,047 1 ,471**

,203 ,217 ,000

732 702 757 479

-,024 -,003 ,471** 1

,602 ,945 ,000

469 448 479 479

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N


Score


Score

Do you have y our own

web s ite or blog?

Experience Factor Score

Author

Credibility

Factor Score

Blog

Credibility

Factor Score

Do you have

y our own web

site or blog?

Experience

Factor Score


– 4 –

Table 3 – Convenience

Correlations

1,000 ,931** ,429** ,770** ,260** ,134** ,177**

. ,000 ,000 ,000 ,000 ,000 ,000

732 702 722 732 720 725 724

,931** 1,000 ,432** ,687** ,263** ,139** ,179**

,000 . ,000 ,000 ,000 ,000 ,000

702 702 695 702 691 695 694

,429** ,432** 1,000 ,303** ,261** ,071 ,271**

,000 ,000 . ,000 ,000 ,055 ,000

722 695 743 736 730 735 734

,770** ,687** ,303** 1,000 ,236** ,142** ,113**

,000 ,000 ,000 . ,000 ,000 ,002

732 702 736 749 737 741 741

,260** ,263** ,261** ,236** 1,000 ,070 ,288**

,000 ,000 ,000 ,000 . ,058 ,000

720 691 730 737 744 735 736

,134** ,139** ,071 ,142** ,070 1,000 -,179**

,000 ,000 ,055 ,000 ,058 . ,000

725 695 735 741 735 747 740

,177** ,179** ,271** ,113** ,288** -,179** 1,000

,000 ,000 ,000 ,002 ,000 ,000 .

724 694 734 741 736 740 748


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N

Author Credibility

Factor Score

Blog Credibility

Factor Score

I cook rec ipes f rom

this site

I prepare shopping

list as in site

I beleiv e the Internet

is a convenient and

reliable sourc

I am a new cook -

learning how to cook

f rom the Internet

I am interested in

cooking as a hobby

Spearman's rho

Author

Credibility

Factor Score

Blog

Credibility

Factor Score

I cook rec ipes

f rom this site

I prepare

shopping list

as in site

I beleiv e the

Internet is a

convenient

and reliable

sourc

I am a new

cook -

learning how

to cook f rom

the Internet

I am

interested

in cooking

as a hobby


– 5 –

Table 4 – Site Familiarity

Correlations

1,000 ,931** -,208**

. ,000 ,000

732 702 694

,931** 1,000 -,204**

,000 . ,000

702 702 666

-,208** -,204** 1,000

,000 ,000 .

694 666 714


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N

Author Credibility

Factor Score

Blog Credibility

Factor Score

Site v isit f requency

Spearman's rho

Author

Credibility

Factor Score

Blog

Credibility

Factor Score

Site v isit

f requency


Correlations

1 ,950** -,106**

,000 ,004

732 702 732

,950** 1 -,078*

,000 ,040

702 702 702

-,106** -,078* 1

,004 ,040

732 702 757

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Author Credibility

Factor Score

Blog Credibility

Factor Score

Hav e you v isited

this site bef ore?

Author

Credibility

Factor Score

Blog

Credibility

Factor Score

Hav e you

v isited this

site bef ore?


Correlat ion is signif icant at the 0.05 level (2-tailed).*.

– 6 –

Table 5 – Site Related Factors: Usability+Design+Content and Interactivity Factors

Correlations

1 ,950** ,562** ,335**

,000 ,000 ,000

732 702 703 711

,950** 1 ,558** ,398**

,000 ,000 ,000

702 702 675 684

,562** ,558** 1 ,349**

,000 ,000 ,000

703 675 725 702

,335** ,398** ,349** 1

,000 ,000 ,000

711 684 702 730

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N


Score


Score

Site Related Factor Score

Site Interact iv ity f ac tor

score

Author

Credibility

Factor Score

Blog

Credibility

Factor Score

Site Related

Factor Score

Site

Interactiv ity

f actor score


– 7 –

Table 6 – Author Related Factors

Correlations

1,000 ,931** ,468** ,399** ,262**

. ,000 ,000 ,000 ,000

732 702 727 712 720

,931** 1,000 ,494** ,413** ,294**

,000 . ,000 ,000 ,000

702 702 699 684 690

,468** ,494** 1,000 ,437** ,194**

,000 ,000 . ,000 ,000

727 699 751 733 738

,399** ,413** ,437** 1,000 ,508**

,000 ,000 ,000 . ,000

712 684 733 736 724

,262** ,294** ,194** ,508** 1,000

,000 ,000 ,000 ,000 .

720 690 738 724 743


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Sig. (2-tailed)

N


Score


Score

I beleiv e author is an

expert

I beleiv e author is

independent

Messages are personal

Spearman's rho

Author

Credibility

Factor Score

Blog

Credibility

Factor Score

I beleiv e

author is

an expert

I beleiv e

author is

independent

Messages are

personal


– 8 –

APPENDİX 7 – BLOG CREDİBİLİTY FACTOR ANALYSİS CONTRİBUTİON FROM COMPONENTS

Table 1 – Component Analysis

Communalities

1,000 ,616

1,000 ,597

1,000 ,776

1,000 ,678

1,000 ,517

1,000 ,686

1,000 ,534

1,000 ,466

1,000 ,571

1,000 ,517

1,000 ,510

1,000 ,494

1,000 ,551

1,000 ,677

1,000 ,566



recipes




time

I can recommend my

f riend this site


expert


independent

I cook recipes f rom this

site

I prepare shopping list as

in s ite






I beleiv e the Internet is a

convenient and reliable

sourc


about new

products/dev elopments

Init ial Extraction


Correlation Matrix

1,000 ,508 ,650 ,571 ,469 ,630 ,323 ,378 ,411 ,228 ,500 ,124 ,175 ,155 ,118

,508 1,000 ,696 ,590 ,500 ,539 ,425 ,336 ,479 ,239 ,473 ,134 ,170 ,162 ,192

,650 ,696 1,000 ,672 ,551 ,707 ,462 ,430 ,459 ,273 ,560 ,204 ,219 ,202 ,163

,571 ,590 ,672 1,000 ,635 ,614 ,373 ,370 ,413 ,222 ,486 ,125 ,163 ,192 ,144

,469 ,500 ,551 ,635 1,000 ,504 ,430 ,329 ,403 ,308 ,405 ,144 ,215 ,212 ,205

,630 ,539 ,707 ,614 ,504 1,000 ,453 ,443 ,478 ,234 ,540 ,191 ,175 ,218 ,177

,323 ,425 ,462 ,373 ,430 ,453 1,000 ,459 ,435 ,298 ,392 ,122 ,194 ,148 ,137

,378 ,336 ,430 ,370 ,329 ,443 ,459 1,000 ,423 ,237 ,410 ,109 ,174 ,221 ,138

,411 ,479 ,459 ,413 ,403 ,478 ,435 ,423 1,000 ,342 ,461 ,082 ,249 ,257 ,196

,228 ,239 ,273 ,222 ,308 ,234 ,298 ,237 ,342 1,000 ,198 ,111 ,224 ,234 ,218

,500 ,473 ,560 ,486 ,405 ,540 ,392 ,410 ,461 ,198 1,000 ,116 ,155 ,152 ,116

,124 ,134 ,204 ,125 ,144 ,191 ,122 ,109 ,082 ,111 ,116 1,000 ,303 ,327 ,181

,175 ,170 ,219 ,163 ,215 ,175 ,194 ,174 ,249 ,224 ,155 ,303 1,000 ,455 ,395

,155 ,162 ,202 ,192 ,212 ,218 ,148 ,221 ,257 ,234 ,152 ,327 ,455 1,000 ,543

,118 ,192 ,163 ,144 ,205 ,177 ,137 ,138 ,196 ,218 ,116 ,181 ,395 ,543 1,000

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,001

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,002 ,000 ,000 ,000

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,013 ,000 ,000 ,000

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,001 ,000 ,000 ,000

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,001 ,000 ,000 ,001

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,002 ,013 ,001 ,001 ,000 ,000 ,000

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000

,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000

,001 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,001 ,000 ,000 ,000



recipes




time

I can recommend my

f riend this site


expert


independent

I cook rec ipes f rom this

site

I prepare shopping lis t as

in s ite








sourc


about new




recipes




time

I can recommend my

f riend this site


expert


independent

I cook rec ipes f rom this

site


in s ite








sourc


about new


Correlat ion

Sig. (1-tailed)

Visit s ite in

the f uture

Site makes

easy to f ind

recipes

Satisf ied with

the content

Feel

comf ortable

surf ing

Good way of

spending

my time

I can

recommend

my f riend this

site

I beleiv e

author is

an expert

I beleiv e

author is

independent

I cook rec ipes

f rom this site

I prepare

shopping list

as in site

I would rate

this site

I use the

Internet to as

an

inf ormat ion

resource

I use the

Internet

regularly to

dec ide what

to cook

I beleiv e the

Internet is a

convenient

and reliable

sourc

I use the

Internet to

learn about

new

products/de

v elopments

– 2 –


5,888 39,253 39,253 5,888 39,253 39,253 4,630 30,867 30,867

1,859 12,392 51,645 1,859 12,392 51,645 2,194 14,624 45,491

1,010 6,731 58,377 1,010 6,731 58,377 1,933 12,886 58,377

,851 5,675 64,051

,788 5,255 69,306

,652 4,348 73,655

,618 4,117 77,772

,581 3,876 81,647

,518 3,454 85,101

,500 3,336 88,437

,452 3,013 91,450

,408 2,720 94,170

,351 2,341 96,511

,297 1,982 98,493

,226 1,507 100,000

Component

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

Total % of Variance Cumulat iv e % Total % of Variance Cumulat iv e % Total % of Variance Cumulat iv e %

Init ial Eigenv alues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Extraction Method: Principal Component Analys is .

– 3 –

Component Matrixa

,839 -,186 -,194

,797 -,167 -,151

,767 -,209 -,216

,746 -,171 -,110

,727 -,214 -,205

,714 -,069 -,043

,687 -,194 -,014

,676 ,007 ,337

,629 -,066 ,366

,603 -,039 ,319

,394 ,720 -,054

,338 ,671 ,019

,379 ,637 -,040

,435 ,228 ,525

,275 ,449 -,465


I can recommend my

f riend this site



recipes



time



site


expert


independent



sourc


about new





in s ite



1 2 3

Component



Rotated Component Matrixa

,853 ,132 ,174

,809 ,095 ,121

,795 ,126 ,197

,773 ,074 ,113

,737 ,098 ,210

,661 ,036 ,269

,647 ,167 ,265

,082 ,798 ,183

,026 ,719 ,220

,095 ,713 ,182

,237 ,608 -,260

,086 ,221 ,679

,444 ,135 ,596

,421 ,047 ,595

,406 ,074 ,544



I can recommend my

f riend this site



recipes



time



sourc


about new







in s ite


site


expert


independent

1 2 3

Component


Rotation Method: Varimax with Kaiser Normalizat ion.

Rotation converged in 5 iterations.a.

APPENDİX 8 – HYPOTHESİS TEST SPSS OUTPUTS

CASE 1 – Credible Blog * Search (High-involvement)

Descriptive Statistics for Attitude Change Indicators

Purchase summed

Memory summed

N Valid 35 38

Missing 3 0

Mean 13,5143 7,1842

Median 14,0000 8,0000

Mode 14,00 10,00

Std. Deviation 3,58404 2,57698

Variance 12,845 6,641

Minimum 6,00 2,00

Maximum 20,00 10,00

Sum 473,00 273,00

Percentiles 25 11,0000 6,0000

50 14,0000 8,0000

75 16,0000 10,0000

Purchase Summed Frequency

Frequency Percent Valid Percent Cumulative

Percent

Valid 6,00 1 2,6 2,9 2,9

8,00 3 7,9 8,6 11,4

9,00 1 2,6 2,9 14,3

10,00 1 2,6 2,9 17,1

11,00 4 10,5 11,4 28,6

12,00 4 10,5 11,4 40,0

13,00 3 7,9 8,6 48,6

14,00 6 15,8 17,1 65,7

15,00 2 5,3 5,7 71,4

16,00 2 5,3 5,7 77,1

17,00 3 7,9 8,6 85,7

18,00 2 5,3 5,7 91,4

Extremely likely 3 7,9 8,6 100,0

Total 35 92,1 100,0

Missing System 3 7,9

Total 38 100,0

– 2 –

Memory summed


Percent

Valid Extremely unlikely 3 7,9 7,9 7,9

3,00 2 5,3 5,3 13,2

4,00 3 7,9 7,9 21,1

6,00 4 10,5 10,5 31,6

7,00 6 15,8 15,8 47,4

8,00 7 18,4 18,4 65,8

9,00 3 7,9 7,9 73,7


Total 38 100,0 100,0

Correlations

1 ,143 ,263

,414 ,127

35 35 35

,143 1 ,328*

,414 ,044

35 38 38

,263 ,328* 1

,127 ,044

35 38 38

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Purchase summed

Memory summed


Purchase

summed

Memory

summed

Summed

Blog

Credibility


– 3 –

CASE 2 – Credible Blog * Browse (Low-involvement)


Purchase summed

Memory summed

N Valid 498 514

Missing 22 6

Mean 12,9819 6,6479

Median 13,0000 7,0000

Mode 12,00 6,00


Variance 13,511 5,827

Minimum 4,00 2,00

Maximum 20,00 10,00

Sum 6465,00 3417,00

Percentiles 25 10,7500 5,0000

50 13,0000 7,0000

75 16,0000 8,0000

Purchase summed


Percent


5,00 3 ,6 ,6 3,2

6,00 6 1,2 1,2 4,4

7,00 5 1,0 1,0 5,4

8,00 37 7,1 7,4 12,9

9,00 24 4,6 4,8 17,7

10,00 36 6,9 7,2 24,9

11,00 23 4,4 4,6 29,5

12,00 76 14,6 15,3 44,8

13,00 50 9,6 10,0 54,8

14,00 64 12,3 12,9 67,7

15,00 35 6,7 7,0 74,7

16,00 46 8,8 9,2 83,9

17,00 23 4,4 4,6 88,6

18,00 20 3,8 4,0 92,6

19,00 8 1,5 1,6 94,2


Total 498 95,8 100,0


Total 520 100,0

– 4 –

Memory summed


Percent


3,00 16 3,1 3,1 11,1

4,00 54 10,4 10,5 21,6

5,00 35 6,7 6,8 28,4

6,00 104 20,0 20,2 48,6

7,00 54 10,4 10,5 59,1

8,00 91 17,5 17,7 76,8

9,00 24 4,6 4,7 81,5


Total 514 98,8 100,0


Total 520 100,0

Correlations

1 ,333** ,288**

,000 ,000

498 494 498

,333** 1 ,221**

,000 ,000

494 514 514

,288** ,221** 1

,000 ,000

498 514 520

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Purchase summed

Memory summed


Purchase

summed

Memory

summed

Summed

Blog

Credibility


– 5 –

CASE 3 – Non-Credible Blog * Search (High-involvement)


Purchase summed

Memory summed

N Valid 11 13

Missing 2 0

Mean 8,2727 4,6923

Median 8,0000 3,0000

Mode 4,00 2,00


Variance 16,018 10,064

Minimum 4,00 2,00

Maximum 15,00 10,00

Sum 91,00 61,00

Percentiles 25 4,0000 2,0000

50 8,0000 3,0000

75 11,0000 7,5000

Purchase summed


Percent


7,00 1 7,7 9,1 45,5

8,00 1 7,7 9,1 54,5

10,00 1 7,7 9,1 63,6

11,00 2 15,4 18,2 81,8

13,00 1 7,7 9,1 90,9

15,00 1 7,7 9,1 100,0

Total 11 84,6 100,0


Total 13 100,0

Memory summed


Percent


3,00 1 7,7 7,7 53,8

5,00 1 7,7 7,7 61,5

6,00 1 7,7 7,7 69,2

7,00 1 7,7 7,7 76,9

8,00 1 7,7 7,7 84,6


Total 13 100,0 100,0

– 6 –

Correlations

1 ,430 ,679*

,186 ,022

11 11 11

,430 1 ,240

,186 ,429

11 13 13

,679* ,240 1

,022 ,429

11 13 13

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Purchase summed

Memory summed


Purchase

summed

Memory

summed

Summed

Blog

Credibility


– 7 –

CASE 4 – Non-Credible Blog * Browse (Low-involvement)


Purchase summed

Memory summed

N Valid 84 90

Missing 8 2

Mean 9,8810 4,8667

Median 10,0000 4,0000

Mode 8,00 4,00


Variance 12,299 4,431

Minimum 4,00 2,00

Maximum 20,00 10,00

Sum 830,00 438,00

Percentiles 25 8,0000 3,0000

50 10,0000 4,0000

75 12,0000 6,0000

Purchase summed


Percent


5,00 2 2,2 2,4 10,7

6,00 5 5,4 6,0 16,7

7,00 3 3,3 3,6 20,2

8,00 17 18,5 20,2 40,5

9,00 7 7,6 8,3 48,8

10,00 12 13,0 14,3 63,1

11,00 4 4,3 4,8 67,9

12,00 8 8,7 9,5 77,4

13,00 3 3,3 3,6 81,0

14,00 8 8,7 9,5 90,5

15,00 3 3,3 3,6 94,0

16,00 3 3,3 3,6 97,6

18,00 1 1,1 1,2 98,8


Total 84 91,3 100,0


Total 92 100,0

– 8 –

Memory summed


Percent


3,00 8 8,7 8,9 25,6

4,00 23 25,0 25,6 51,1

5,00 7 7,6 7,8 58,9

6,00 22 23,9 24,4 83,3

7,00 4 4,3 4,4 87,8

8,00 5 5,4 5,6 93,3

9,00 3 3,3 3,3 96,7


Total 90 97,8 100,0


Total 92 100,0

Correlations

1 ,213 ,224*

,054 ,040

84 82 84

,213 1 ,183

,054 ,084

82 90 90

,224* ,183 1

,040 ,084

84 90 92

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Purchase summed

Memory summed


Purchase

summed

Memory

summed

Summed

Blog

Credibility


does online consumer generated media influence attitudes towards brands?

Business

blog credibility

credibility of recipe

blogs effects

brand attitude change

web credibility

blog authors credibility

study focus

general view