TY  - JOUR
AB  - Purpose– The purpose of this paper is to understand the differences between organic (i.e. naturally occurring) and sponsored (i.e. marketer influenced) consumer-generated blog reviews, by examining how blog source and review valence can impact upon perceived credibility, brand attitude, and behavioural intentions. Design/methodology/approach– This study used an online experiment, where participants were randomly assigned to one of six conditions in a 2 (blog source) × 3 (review valence) between-subjects factorial design. Findings– The findings indicate that balanced reviews are perceived to be the most credible. Negative reviews led to the lowest ratings on brand attitude and purchase intention, while positive reviews led to the highest ratings on these two constructs. However, the effects of review valence were not found to differ based upon whether a blog was organic or sponsored. Originality/value– The findings of this study extend and contribute to the knowledge of the impact of source and valence in electronic word of mouth settings. Moreover, the findings of this study provide practical insight into how consumers react to the sponsorship of blog web sites on the internet.
VL  - 33
IS  - 4
SN  - 0263-4503
DO  - 10.1108/MIP-03-2014-0044
UR  - https://doi.org/10.1108/MIP-03-2014-0044
AU  - Ballantine Paul W
AU  - Au Yeung Cara
PY  - 2015
Y1  - 2015/01/01
TI  - The effects of review valence in organic versus sponsored blog sites on perceived credibility, brand attitude, and behavioural intentions
T2  - Marketing Intelligence & Planning
PB  - Emerald Group Publishing Limited
SP  - 508
EP  - 521
Y2  - 2024/04/19
ER  -