https://orcid.org/0000-0002-4535-5601
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ABSTRACT
This research aims to identify the antecedents and consequents of trust in the product review blogs in an emerging market, which possess different characteristics than developed markets. We adopt the definition of product review blogs (PRB) as those blogs, websites, or social networking pages that disseminate experiences and/or information about products and services. We propose a model that incorporates individual characteristics and beliefs as antecedents of trust in the PRB and behavioral intentions as its consequence. Next, we conduct a questionnaire with 407 Brazilians who follow any PRB. We analyzed the data using structural equation modeling with partial least squares estimation (PLS-SEM). The results demonstrate the influence of trust in the PRB on users’ purchase intention, intention to follow blog recommendations, and intention to continue participating in the blog in an expressive emerging market. The trust in the PRB tends to have the PRB credibility as an antecedent. The findings suggest that subjective knowledge directly affects trust in the PRB and indirectly affects trust through PRB credibility, a mediating variable in the relationship between these variables. Our results reveal a direct and negative effect on PRB trust regarding susceptibility to informational influence. However, we also identify an indirect positive impact on trust in the PRB through PRB credibility. The results allow us to conclude that PRB credibility plays a central role in the antecedents of trust in the PRB in emerging markets.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Data availability
The data can be made available on request.
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Notes on contributors
Antonio Eliezer Raposo Junior
Antônio Raposo is a Ph.D. student in Accounting and Management at FUCAPE Business School and a Professor-EBTT at Instituto Federal do Maranhão, São Raimundo das Mangabeiras/MA. He holds a master’s degree in Accounting and Management from FUCAPE Business School – MA, two graduate education, one in Controllership and another in Auditing & Forensic Accounting, both from UFMA – MA, and a bachelor degree in Management. His research interests include consumer behavior and entrepreneurial education.
Emerson Wagner Mainardes
Emerson is Ph.D. in Management (UBI, Covilhã/Portugal, 2010), Full Professor at FUCAPE Business School, Vitoria/ES, Brazil. His academic background includes a master’s degree in Management (FURB, Blumenau/SC/Brazil, 2007), a specialization in Management, and a degree in Electrical Engineering. He is a researcher in Nonprofit Marketing, Retail Marketing, and Bank Marketing, having published articles in several journals in Marketing, Management, and Economics. He is a research fellow in CNPq, FAPES, NECE/FCT, and IFTS. He is associate editor of the Brazilian Business Review and International Journal of Bank Marketing.
Poliano Bastos da Cruz
Poliano holds a Ph.D. in Accounting & Management with a ‘sandwich’ Ph.D. at the University of Arkansas at Management and Supply Chain Ph.D. programs, focused on organizational strategy. Poliano is a broadminded interdisciplinary Associate Professor & Researcher at Fucape Business School, possessing a solid background in strategic management, ESG, human resource, quantitative & qualitative methods, supply chain management, and finance. An associate editor at Brazilian Business Review, he published articles in ABS3 journals in corporate governance and strategic human resource.