The Credibility Of Online Influencers’ Microblog

In new media era,Micro-blog has become an important platform for information acquisition,as well as the platform for the emergence and gathering of online influencer who act as an opinion leader,providing guidance for the audience to influence their purchase behavior.Therefore,microblog of online influencer has gradually become an effective and costeffective advertising media.However,because of the uncertainty of the microblog as a social media and the negative characteristics of online influencer,the credibility of online influencers’microblog has become an important issue that advertisers should pay attention to.This research aims at finding the influencing factors of credibility of source and information in the microblog that based on integrating use of knowledge about media credibility and UTAUT model.It adopts the qualitative interview and the quantitative questionnaire survey,as well as SPSS and AMOS software for statistical analysis of the collected data.The results are as follows:First of all,the attractiveness of online influencer can positively affect the audience’s judgment on the credibility of online celebrity microblog and the beauty is not a major component of online celebrity attractiveness while the information is.Secondly,the study finds that similarity between the audience and online influencers’ microblog has no significant impact on the credibility of online influencers’ microblog which is against the original assumption.Finally,"content first" is not only a magic weapon to attract attention,but also the key to win the trust of the audience.The results show that not only the audience’s expectation of the performance of the microblog content created by online influencer but the content presented by the audience will positively affect the audience’s judgment of the credibility of the information.In addition,the popularity of the advertising brand is also an important reference to audience.The analysis result of this paper is not only the application and extension of media credibility theory and UTAUT model in social media,but also can provide some suggestions for advertisers when they select online influencers’ microblog for advertising.