Abstract
The authors performed a content analysis of 50 blogs related to public relations. The study extended the literature on credibility to investigate visual credibility and technical credibility. Of particular interest was the dimension of dynamism. The results showed that visual credibility and technical credibility were strongly related. In addition, visual dynamism contributed 30% of the variance in visual credibility and technical dynamism explained 46% of the variance in technical credibility. Seven interactive features such as number of links, five customization features like RSS feeds, and six visual features like moving images were also investigated for their associations with visual and technical dynamism and credibility. A proposed model for scholars and practitioners is presented.
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