The current study investigates the influence of blogger characteristics on customer trust and attitude within the context of Egyptian customers. Employing structural equation modelling (SEM) with a sample of 538 respondents, the research examines the direct relationships between a blogger's information quality, entertainment value, homophily, popularity, and customer trust, as well as the subsequent impact of trust on customer attitude. Furthermore, the study explores the moderating role of blogger expertise on these relationships.
The findings reveal that information quality, entertainment, homophily, and popularity all significantly and positively influence customer trust, which, in turn, positively affects customer attitude. Notably, blogger expertise significantly moderates the relationships between information quality and trust and homophily and trust, indicating that perceived expertise amplifies the positive effects of these factors. However, expertise does not significantly moderate the influence of entertainment or popularity on trust. The study provides valuable theoretical implications for understanding online trust and influence while also offering actionable managerial insights for businesses leveraging blogger collaborations to cultivate customer trust and foster positive attitudes. This research underscores the power of bloggers as influential actors in the online landscape and offers a robust framework for navigating the complexities of building and maintaining trust in the digital realm. Finally, suggestions for future research are provided to achieve a better understanding of the topic.