Design/methodology/approach This particular research is quantitative in nature, using a mono technique consisting of organized self-administered questionnaires. Results show that the particular most important motives to follow a fashion blog are entertainment and information seeking. Besides, consumers’ attitudes seem to be influenced by how consumers assess credibility, which is determined by trustworthiness, para-social interaction, expertise and message credibility. Finally, after showing covert and overt marketing posts, both trustworthiness and PSI were lower than before, identifying PSI as a possible moderator in these cases.
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