Bloggers’ influence on businesses is especially critical in respect of purchasing intention (Agarwal et al., 2008). As blogging has become one of the most popular tools for recording individual feelings and stories and sharing opinions on any particular daily events, the literature on blogs is growing; a flurry of studies have shown that users’ recommendations on blogs can be a powerful marketing tool to reach customers or, on the contrary damage a firm’s reputation. Understandably so; since online activities are not conducted face to face, customers need useful and reliable information to support their purchase intentions and develop a better understanding of the products offered.