Trust in product review blogs: the influence of self-disclosure and popularity

Many modern consumers use blogs as important information sources, which they evaluate on the basis of blog-specific cues. Using the theory of self-disclosure, this study posits that bloggers' product evaluation self-disclosures, social self-disclosures, and blog popularity are key determinants of readers' cognitive and affective trust. Readers' trust in turn should affect their product attitudes and feedback intentions towards the blog. With a survey study involving seven blog articles about dining experience and a structural equation model, this research confirms the positive influences of product evaluation self-disclosures and popularity on readers' cognitive trust and of social self-disclosures on readers' affective trust. Both cognitive and affective forms of trust enhance product attitudes. Affective trust also increases readers' feedback intentions towards the blog. With these findings, this study offers suggestions for bloggers and companies that use blogs as marketing tools.