Research on Relationship between the Perceived Transparency and Perceived Authenticity of Bloggers and Their Corresponding Perceived Credibility
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Mingkai Liu, Yuzhu Pan, Zihang Bai, Binyuan Wang, Siyu Chen
Perceived transparency refers to the disclosure of information through new communication technologies and perception of the extent to which bloggers disclose and share information on social media. Perceived authenticity refers the result of the consumer's feeling and imagination after viewing the projection about how the item “ought to look” created by the storytellers (bloggers). With the rapid development of social media, bloggers are playing an increasingly important role in advertising and marketing. This research explores the relationship between the perceived transparency and perceived authenticity of bloggers and their corresponding perceived credibility. Based on the literature review, this research puts forward two hypotheses: the perceived transparency of bloggers is positively related to the perceived credibility of them, and the perceived authenticity of bloggers is positively related to the perceived credibility of them. In this study, 174 valid samples were collected in UIC campus by questionnaire. After data analysis, all the above two hypotheses have been verified.
Perceived transparency, Perceived authenticity of bloggers, Corresponding perceived credibility