The purpose of this paper is to analyze the moderating effects of the social influence of the blogger and the extent to which the reader has experience of that blogger, on loyalty toward the blogger, via two variables: blogger interactive practices (BIPs) and blogger credibility.
A quantitative empirical study was undertaken to estimate the research model. Structural equations were employed.
The results show that blogger social influence moderates the relationships between BIPs and intention to recommend the blogger and blogger credibility; and between credibility and intention (to recommend the blogger and to follow their suggestions). Meanwhile, the extent of the reader’s experience of the blogger moderates the relationships between BIPs and intention.
The present work offers criteria that may be of value to bloggers and firms in assessing the extent to which the blogger’s activities are effective in terms of achieving reader loyalty. The proposed variables are measured objectively online, using the Klout Index of social influence and the extent of the reader’s experience of the blogger (inferred from the number of bloggers followed by the reader).
Blogs are considered a mechanism to manage information overload in social media, and they are recognized for their influence on the reader’s decision-making process. The study contributes to the knowledge-base by proposing two moderating variables of loyalty-formation: blogger social influence and the extent of the reader’s experience of the blogger.
The authors would like to thank the National Research Project ECO-2012-39217 by the Ministerio de Economía y Competitividad (Spain) for the financial support. The authors thank for the finance received from the National Research Project EC02015-65306-R by the Ministerio de Economía y Competitividad (Spain).
Urrutikoetxea Arrieta, B., Polo Peña, A.I. and Martínez Medina, C. (2019), "The moderating effect of blogger social influence and the reader’s experience on loyalty toward the blogger", Online Information Review, Vol. 43 No. 3, pp. 326-349. https://doi.org/10.1108/OIR-02-2016-0049
Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited