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The purpose of this paper is to describe a study that examined the perceived credibility of blogs on the internet and the medical information published in them as perceived by the readers of these blogs.

A total of six blogs each with two posts were constructed, one on conventional treatment and the other on an alternative treatment of diabetes. In total, 361 participants viewed one blog each and filled in a questionnaire of the perceived credibility of the blog, the author of the blog and its message.

The results of the study indicate an attitude of scepticism and/or criticism of many aspects of the information in the blogs, together with the growing use of blogs to find information on medical topics. It seems that users apply scepticism as a way to deal with the lack of certainty as to the credibility of the information in spite of their desire and readiness to use this information.

The users who took part in the experiment did not actually have a real need for the health information provided in the blog posts. They only saw two blog posts in an artificial blog, and in order to fully assess credibility there is need for a longer‐term interaction.

Findings from this study may help the health community to design messages that are perceived as credible by the public.

The users in this study, unlike previous studies, were more critical of the information presented to them. One possible reason could be their older age.

Online learning is developing rapidly in higher education. As a result, in the Initial Teacher Education Division at The University of Northampton, UK, academics have experimented with methods to embed blogs and online communities into courses to enhance learning for staff and students. The paper aims to discuss this issue.

This paper critically analyses the approach used to examine media-rich multimodal content that was shared through these tools.

The paper models how blogs and communities have enhanced interdisciplinary subject teaching, staff development and student engagement. This is achieved by sharing case studies from the courses which model the strengths and limitations of practices adopted.

Focused discussion demonstrates how reflexivity, communities of practice and experimentation with technological teaching strategies fuel the learning that occurred.

The purpose of this paper is to examine the use of weblogs by political parties in the 2005 general election campaign. It seeks to identify why, why not, and how parties used their weblogs during the election campaign.

The weblogs of the five political parties which had a weblog were assessed, and eight party e‐campaigners were interviewed.

The findings contrast with those of studies of the 2004 US presidential campaign where blogs appeared to play a significant campaigning role. Rather, in the UK, party blogs were essentially used as one‐way communication channels which added colour to party web sites. As a result, such weblogs may have encouraged visitors to return because of some form of voyeurism, but they were not either effective conversational, campaigning, or promotional tools.

The paper is based on a UK general election of an experimental political communication channel.

Suggests the key elements required for the effective use of weblogs. Also suggests that individual candidate weblogs may be a more appropriate channel to reach electors than party‐controlled weblogs. The motivation for using a weblog seems to be essentially a judgement that it might be worthwhile experimenting with one. However, until there is significant evidence that weblogs can have a tangible effect, it is likely that they will remain merely part of the background to a UK general election campaign.

The paper provides a means of judging the value of weblogs within political communication by political actors.

Use of digital media channels is growing in public communication. Given the importance of public trust in government figures and agencies, combined with the risk and fear of misrepresentation inherent in online interaction, it is important to develop theoretical frameworks for investigating the ways in which authenticity is constructed in online public affairs communication. The purpose of this paper is to produce a preliminary model of authenticity in online communication, with particular emphasis on public institutions.

The paper first develops a theoretical model of authenticity from existing literature in various disciplines. It then uses that model to explore a quantitative and qualitative content analysis of the comments on the US State Department blog, DipNote, from its inception to the end of the Bush Administration.

Despite limited interactions between DipNote authors and commenters, the types and quantity of responses to posts indicate a desire by some readers to discuss the topics raised in the blog space. These responses also suggest that at least some commenters find that the blog meets their criteria for authenticity to the extent necessary to engage in community‐type interaction within its virtual boundaries. A functional‐structural analysis of the blog responses supports the essential components of the theoretical model proposed, which suggests that DipNote presents a mixed form of authenticity.

Authenticity is particularly important in the public sphere, and public institutions are increasingly engaging with social media as a means of connecting with constituencies. This paper proposes a starting‐point for theory development regarding this significant emerging area of communication.

This paper aims to investigate any cultural impacts on end‐users' web page design in weblogs.

The design preferences of 201 weblogs in Malaysia have been collected using content analysis method and the existence of Malaysian cultural traits on the web pages tested.

The results confirm that there is no cultural impact on weblog designs, which is contrary to existing studies that reported cultural traits in static web page design. This paper concludes by suggesting the increased social interaction among webloggers as one of reasons of weakened cultural impacts in weblog design behaviour.

Culture has been considered as one of major factors that affect the design behaviour of static web pages which mostly support one‐way interaction between information providers and information consumers. On the other hand, the recent adoption of Web 2.0 technology enabled bi‐directional interaction between information providers and consumers and it is not known if there is still a strong cultural impact on web page design based on this new technology.

The purpose of this paper is to examine how corporate executives of companies are using blogging as a new communications channel.

The paper presents an overview of the blogging phenomenon, placing it in context of the larger growth of Web 2.0 and user‐generated content. The paper provides the reader with a primer on blogs and how they can be used effectively by executives, as well as looking at the importance of monitoring the blogosphere for what is being said by and about a company.

Over 50 corporate CEOs were found who are presently engaged in blogging. The research also identifies companies where employees have been fired for blogging and presents best practices in blogging and blog policies.

The principal limitation of the research is that as blogging is a rapidly growing and evolving area, the present results on executive blogging are accurate only for the moment. The implications of this research are that it provides the foundation for surveying not only the status of blogging by managers but also an agenda for blogging research, which might examine blogging behaviours, develop blog metrics and look toward the return on investment of blogging.

The paper reveals the benefits of managerial blogging for both the company and the individual. It also examines issues concerned with human resources, financial disclosure and policy development that have arisen because of the rise of blogging within companies.

The paper represents a timely review of a rapidly evolving social network and its associated communications technology, providing both management practitioners and academicians with insights into managing in a new age.

The aim of this paper is to provide an overview of the “state of art” of organisational blogging. It also aims to provide a critical review of the literature on organisational blogging and propose recommendations on how to advance the subject area in terms of academic research.

A systematic literature review is used to illustrate the different aspects of research currently associated with organisational blogging and how these studies have advanced the field of organisational learning.

The results of the systematic literature review indicate that though research into organisational blogging is increasing, research in this subject area is still in its infancy.

Though this paper reviews empirical research related to organisational blogging it does not provide empirical evidence of Web 2.0 use within an actual organisation. The paper does, however, advocate and provide recommendations for further research to be undertaken within this subject area.

This paper contributes to the “state of art” of organisational blogging by providing a current synopsis of the area and provides the academic community with further recommendations for conducting future research into the subject. The paper also provides value to management practitioners in terms of how organisational blogs can be applied in an internal corporate context.

The purpose of this paper is to analyze the moderating effects of the social influence of the blogger and the extent to which the reader has experience of that blogger, on loyalty toward the blogger, via two variables: blogger interactive practices (BIPs) and blogger credibility.

A quantitative empirical study was undertaken to estimate the research model. Structural equations were employed.

The results show that blogger social influence moderates the relationships between BIPs and intention to recommend the blogger and blogger credibility; and between credibility and intention (to recommend the blogger and to follow their suggestions). Meanwhile, the extent of the reader’s experience of the blogger moderates the relationships between BIPs and intention.

The present work offers criteria that may be of value to bloggers and firms in assessing the extent to which the blogger’s activities are effective in terms of achieving reader loyalty. The proposed variables are measured objectively online, using the Klout Index of social influence and the extent of the reader’s experience of the blogger (inferred from the number of bloggers followed by the reader).

Blogs are considered a mechanism to manage information overload in social media, and they are recognized for their influence on the reader’s decision-making process. The study contributes to the knowledge-base by proposing two moderating variables of loyalty-formation: blogger social influence and the extent of the reader’s experience of the blogger.

The purpose of this paper is to treat bloggers as human brands and applies self-congruity theory to explore how actual and ideal blogger-reader self-congruity, combined with the blog’s functional congruity, influences blogger-reader relationship quality (BRRQ) and the blogger’s informational influence, taking perceived interactivity among blog members as a moderator.

Using a survey of 372 female beauty blog readers, this study employs the structural equation modelling approach to investigate the proposed model.

The empirical findings indicate that readers’ perceived self-congruity with beauty bloggers raises the bloggers’ informational influence, mediated by BRRQ and functional congruity. Actual self-congruity has greater predictive power than ideal self-congruity in explaining bloggers’ informational influence. Moreover, perceived interactivity plays a two-sided role because it strengthens the positive impact of BRRQ on informational influence but weakens the positive impact of functional congruity on informational influence.

The findings should help marketers identify influential beauty bloggers through their presented image on their blogs to encourage readers’ acceptance of their opinions about products and services. However, when focusing on beauty blogs featuring high-perceived interactivity among blog members, marketers should carefully balance the facilitating and offsetting effect of perceived interactivity and identify bloggers equipped with superior BRRQ.

Using human brand and parasocial interaction perspectives, this study contributes to emerging research on human brands and blog marketing and demonstrates that perceived interactivity is a double-edged sword in stimulating a blogger’s informational influence.

The purpose of this paper is to understand blog users’ negative emotional norm compliance decision-making in crises (blog users’-NNDC).

A belief–desire–intention (BDI) model to evaluate the blog users’-NNDC (the BDI-NNDC model) was developed. This model was based on three social characteristics: self-interests, expectations and emotions. An experimental study was conducted to evaluate the efficiency of the BDI-NNDC model by using data retrieved from a popular Chinese social network called “Sina Weibo” about three major crises.

The BDI-NNDC model strongly predicted the Blog users’-NNDC. The predictions were as follows: a self-interested blog user posted content that was targeting his own interests; a blogger with high expectations wrote and commented emotionally negative blogs on the condition that the numbers of negative posts increased, while he ignored the norm when there was relatively less negative emotional news; and an emotional blog user obeyed the norm based on the emotional intentions of the blogosphere in most of the cases.

The BDI-NNDC model can explain the diffusion of negative emotions by blog users during crises, and this paper shows a way to bridge the social norm modelling and the research of blog users’ activity and behaviour characteristics in the context of “real life” crises. However, the criterion for differentiating blog users according to social characteristics needs to be further revised, as the generalizability of the results is limited by the number of cases selected in this study.

The current method could be applied to predict emotional trends of blog users who have different social characteristics and it could support government agencies to build strategic responses to crises.

This paper supports the creation of normative models and engineering methods to predict blog users’-NNDC and mitigate their effect in real-world crises.