Does Being Social Matter? Effects of Enabled Commenting on Credibility and Brand Attitude in Social Media

Public relations practitioners are actively building relationships with bloggers to obtain high-credibility brand mentions and reviews. Practitioners may request bloggers limit comments to maintain control over messages and constrain dissonant perspectives; however, the impact of limiting social features of blogs is unknown. Utilizing source credibility and warranting theory, this article examines the relationship between enabled comments on blogs and brand attitudes, with the moderating variables of credibility and expertise, from both a public relations and consumer behavior perspective. Using an online experiment (N = 527) we found that socialness increases perceptions of blogger expertise, brand attitudes, and purchase intention, but not credibility.