Following the Fashionable Friend: The Power of Social Media
研究比较了品牌在社交与传统数字媒体中的宣传效果，发现博客能带来更高的品牌态度和购买意愿，部分原因是博客与用户的准社会互动更强。
This article investigates—and compares—the effects of brand publicity in social and “traditional” digital media. In an analysis of consumer responses to identical brand publicity in seven popular blogs and seven popular online magazines, the authors found that blogs generated higher brand attitudes and purchase intentions. This effect can be explained, in part, by blogs' higher para-social interaction (PSI) with its users. They also found that—owing to that para-social interaction—publicity is more sensitive to user perceptions of the writers' credibility and relationship with the brand. Based on their findings, the authors provide implications and a new architecture for the media and marketing industries.