Resumen de Use of affect in blog communication: : Trust, Credibility, and Authenticity

Ji Young Kim, Spiro Kiousis, Juan Carlos Molleda

• The purpose of this study was to test the compelling-arguments hypothesis in an agenda-building framework, focusing on the role of affect in blog communication. Conducting a 3 × 3 factorial experiment with two manipulated independent variables (valence and arousal), this investigation examined the influences of these variables on public relations outcomes (credibility, trust, and authenticity) as potential consequences of agenda-building relationships. Our findings showed main effects of both independent variables on perceived trust and authenticity