Wang, Shih-Ju; Hsu, Chiu-Ping; Huang, Heng-Chiang; … - In: Online Information Review 39 (2015) 4, pp. 537-555
Purpose – The purpose of this paper is to treat bloggers as human brands and applies self-congruity theory to explore how actual and ideal blogger-reader self-congruity, combined with the blog’s functional congruity, influences blogger-reader relationship quality (BRRQ) and the blogger’s...