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Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention

Jiyoung Kim (Department of Merchandising and Digital Retailing, University of North Texas, Denton, Texas, USA)
Rebecca Melton (Department of Merchandising and Digital Retailing, University of North Texas, Denton, Texas, USA)
Jihye Ellie Min (Department of Merchandising and Digital Retailing, University of North Texas, Denton, Texas, USA)
Bu Yong Kim (Department of Applied Statistics, Sookmyung Women's University, Seoul, Korea)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 24 April 2020

Issue publication date: 26 October 2020

2129

Abstract

Purpose

The purpose of this research is to conduct an exploratory study to discover if presenting consumers with a certain content type (i.e. product-focused content with informational appeal, institution-focused content with emotional appeal, experience-focused content with emotional appeal,) and blog type (i.e. a corporate, sponsored or a personal blog) persuade consumers to form perceptions of credibility and similarity toward the fashion brand, which leads them to further engage with the brand through Electronic Word of Mouth (eWOM).

Design/methodology/approach

This study employs a 3(content type: product-focused, institution-focused, experience-focused) x 3(blog type: corporate, sponsored and personal) between-subjects design. Mock fashion blogs and content were developed in order to provide a realistic blogging experience for the participants. With 511 usable data collected, ANOVA was employed to test the relationships.

Findings

Findings reveal that content type, specifically product-focused content and experiential content, is an important consideration for illustrating similarities between the brand and consumers compared to institutional content. Product-focused content is found to be effective in encouraging consumer eWOM for the brand as well. Further, the interaction effect of blog type and content type was significant in establishing brand credibility. However, blog type did not influence any of the dependent variable.

Originality/value

This study brings meaningful suggestions to fashion brands on effective blog campaign, which eventually provide insights on how brands can influence female consumers to shape positive evaluation toward the brand.

Keywords

Citation

Kim, J., Melton, R., Min, J.E. and Kim, B.Y. (2020), "Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention", Journal of Fashion Marketing and Management, Vol. 24 No. 4, pp. 611-630. https://doi.org/10.1108/JFMM-03-2019-0041

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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