“…Specifically within a computer mediated environment, a limited number of studies (e.g., Lee and Koo 2012;Chan, Song and Yao 2015;Schneider, Weinmann, Roth, Knop and Vorderer 2016;Ran, Yamamoto and Xu 2016) distinguish between Brucks' (1985) concepts of objective topic knowledge (i.e., information stored in memory) and subjective topic knowledge (i.e., perception of how much an individual thinks he/she knows). Friestad and Wright's (1994) concept of persuasion knowledge (i.e., beliefs about the marketing tactics and effects of web-based interventions) has also received scant attention (e.g., Vashish and Royne 2016; Ham and Nelson 2016), while Friestad and Wright's (1994) concept of agent knowledge (i.e.…”