Impact of Bloggers' Privacy Exposure on Blog Trust

Kaouther Jridi, Amel Chaabouni, Fatma Bakini and Mabehej Chater
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Kaouther Jridi: Tunis University, Tunisia
Amel Chaabouni: Tunis University, Tunisia
Fatma Bakini: Tunis University, Tunisia
Mabehej Chater: Tunis University, Tunisia

International Journal of Technology and Human Interaction (IJTHI), 2021, vol. 17, issue 3, 54-68

Abstract: This research aims to put into perspective the impact of exposing a blogger's private life over confidence which concerns the blog and the moderating role of the implication towards the category of the product. The collection of data is conducted among 320 members of the blog "streetstyletunisia," a fashion and beauty blog. The structural equation method based on the AMOS approach has been used to analyze the data. The results show the positive effect of honesty, a dimension of exposing a blogger's privacy over confidence concerning the blog, but disproving the impact of the blogger's intentionality over trust. This research confirms the moderating effect of involvement with the category of fashion and beauty product on the relationship between the perceived exposure of the blogger's private life and trust in the blog. This research can be interesting to marketers, as they need to partner with honest bloggers who reveal their privacy in order to influence amateurs and inspire trust in them and therefore embrace new communication strategies.

Date: 2021
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