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Consumers’ Perceptions about Blog Marketing: The Relationship among Persuasion Knowledge, Third-person Perceptions, and Regulatory OpinionsConsumers’ Perceptions about Blog Marketing: The Relationship among Persuasion Knowledge, Third-person Perceptions, and Regulatory Opinions
- Other Titles
- Consumers’ Perceptions about Blog Marketing: The Relationship among Persuasion Knowledge, Third-person Perceptions, and Regulatory Opinions
- Issue Date
- 2018
- Publisher
- 한국소통학회
- Keywords
- Blog Marketing; Persuasion Knowledge; Third Person Perception; Regulatory Opinions
- Citation
- 한국소통학보, v.17, no.2, pp.7 - 30
- Indexed
- KCI
- Journal Title
- 한국소통학보
- Volume
- 17
- Number
- 2
- Start Page
- 7
- End Page
- 30
- ISSN
- 1598-7752
- Abstract
- This study examined how news about deceptive blog marketing primed the public’s persuasion knowledge regarding blog marketing and subsequent third-person perceptions and regulatory opinions. In this experiment, respondents were randomly assigned either to the news condition and the control (i.e., no news) condition. Respondents in the news condition read a news report about deceptive blog marketing. Results showed that the news (vs. control) condition primed participants’ persuasion knowledge regarding blog marketing. Primed persuasion knowledge led to stronger third-person perceptions, which in turn, induced more favorable opinions toward regulation of blog marketing. Implications for public policy are further discussed.
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