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Article

Beñat Urrutikoetxea Arrieta, Ana Isabel Polo Peña and Cinta Martínez Medina

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…

Abstract

Purpose

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.

Design/methodology/approach

A quantitative empirical study was undertaken to estimate the research model. Structural equations were employed.

Findings

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.

Practical implications

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).

Originality/value

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.

Details

Online Information Review, vol. 43 no. 3
Type: Research Article
ISSN: 1468-4527

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Article

James D. Doyle, Louise A. Heslop, Alex Ramirez and David Cray

The blogosphere is an active arena for the communication of topic‐area claims by marketer and non‐marketer sources. Determinants of influence in the blogosphere have not…

Abstract

Purpose

The blogosphere is an active arena for the communication of topic‐area claims by marketer and non‐marketer sources. Determinants of influence in the blogosphere have not been well documented. The purpose of this paper is to investigate trust in bloggers, in a framework involving characteristics of bloggers and blogs and blog reading outcomes.

Design/methodology/approach

Blogreader perceptions of bloggers and blogs are derived and tested on a sample of blog readers for their effects on trust formation. Tests of mediation examine the role of perceived personal outcomes of blog reading in trust‐formation processes.

Findings

Trust formation is predicted by engagement knowledge of the blogger, unique reading experiences, and belief that the blog improved the marketspace. Blogger authoritative knowledge negatively impacted trust intentions. Positive experiences from blog reading mediate relationships between blog and blogger characteristics and intentions to trust.

Research limitations/implications

Blog readers examined in this initial investigation may not be totally representative of the general population of blog readers. Replications with other populations are needed.

Practical implications

The paper's findings suggest knowledge is an essential characteristic of a trustworthy blogger, but knowledge unrelated to everyday information needs holds little perceived value for readers. Firms operating blogs may wish to de‐emphasize their topic‐area authoritative knowledge and project a voice of topic‐area engagement.

Originality/value

The paper identifies salient trust‐related blogger and blog characteristics and provides an indication of a domain‐specific trust‐development process that is applicable to marketer and non‐marketer information sources.

Details

Management Research Review, vol. 35 no. 9
Type: Research Article
ISSN: 2040-8269

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Article

Chiu-Ping Hsu, Heng-Chiang Huang, Chih-Huei Ko and Shih-Ju Wang

This study aims to present a conceptual model of how blog readers' perceptions of satisfaction generate blog loyalty, which in turn enhances bloggers' power. This study…

Abstract

Purpose

This study aims to present a conceptual model of how blog readers' perceptions of satisfaction generate blog loyalty, which in turn enhances bloggers' power. This study also seeks to investigate the moderating influence of subjective norms on the relationship between satisfaction and loyalty.

Design/methodology/approach

The structural equation modelling approach was used to estimate a conceptual model based on survey data from blog readers in Taiwan. After discarding incomplete responses, the final sample consisted of 567 completed responses.

Findings

The majority of the results supported the hypotheses. Three types of exchange outcome satisfaction influence blog readers' perceptions of bloggers' power by increasing attitudinal loyalty. Information satisfaction has a direct and positive effect on expert power. Most importantly subjective norms exhibited a positive moderating relationship between exchange outcome satisfaction and attitudinal loyalty. The authors found no evidence to support the relationship between exchange outcome satisfaction and behavioural loyalty.

Originality/value

From the perspectives of exchange outcome satisfaction, loyalty, power, and susceptibility to normative influence, this study contributes to a more comprehensive understanding of the process through which blog readers become loyal to their bloggers and are influenced by bloggers' expert and referent power.

Details

Online Information Review, vol. 38 no. 1
Type: Research Article
ISSN: 1468-4527

Keywords

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Article

Shih-Ju Wang, Chiu-Ping Hsu, Heng-Chiang Huang and Chia-Lin Chen

The purpose of this paper is to treat bloggers as human brands and applies self-congruity theory to explore how actual and ideal blogger-reader self-congruity, combined…

Abstract

Purpose

The purpose of this paper is to treat bloggers as human brands and applies self-congruity theory to explore how actual and ideal blogger-reader self-congruity, combined with the blog’s functional congruity, influences blogger-reader relationship quality (BRRQ) and the blogger’s informational influence, taking perceived interactivity among blog members as a moderator.

Design/methodology/approach

Using a survey of 372 female beauty blog readers, this study employs the structural equation modelling approach to investigate the proposed model.

Findings

The empirical findings indicate that readers’ perceived self-congruity with beauty bloggers raises the bloggers’ informational influence, mediated by BRRQ and functional congruity. Actual self-congruity has greater predictive power than ideal self-congruity in explaining bloggers’ informational influence. Moreover, perceived interactivity plays a two-sided role because it strengthens the positive impact of BRRQ on informational influence but weakens the positive impact of functional congruity on informational influence.

Practical implications

The findings should help marketers identify influential beauty bloggers through their presented image on their blogs to encourage readers’ acceptance of their opinions about products and services. However, when focusing on beauty blogs featuring high-perceived interactivity among blog members, marketers should carefully balance the facilitating and offsetting effect of perceived interactivity and identify bloggers equipped with superior BRRQ.

Originality/value

Using human brand and parasocial interaction perspectives, this study contributes to emerging research on human brands and blog marketing and demonstrates that perceived interactivity is a double-edged sword in stimulating a blogger’s informational influence.

Details

Online Information Review, vol. 39 no. 4
Type: Research Article
ISSN: 1468-4527

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Article

Chaang-Iuan Ho and Pie-Chun Lee

The purpose of this study is to propose a model investigating the effectiveness of travel blogs as a relationship marketing tool. Specifically, the mediating role of…

Abstract

Purpose

The purpose of this study is to propose a model investigating the effectiveness of travel blogs as a relationship marketing tool. Specifically, the mediating role of online relationship quality (RQ) dimensions between the attributes of blogs and e-loyalty is modeled. Furthermore, the study investigates the e-loyalty to travel blogs in explaining the reader’s intention to purchase from its online retailer.

Design/methodology/approach

The subjects of this study were blog readers who had travel blog usage experiences. The online survey was conducted by one of the major portal Web sites in Taiwan. There were 288 usable responses obtained in total. The structural equation modeling approach was used to estimate the research model.

Findings

The research results indicate that information quality plays a dominant role in influencing online satisfaction and trust. The mediating role of e-satisfaction between e-trust and e-loyalty is identified, and thus the online RQ development process: information quality → e-trust → e-satisfaction → e-loyalty→ intention to buy travel products.

Research limitations/implications

Travel blogs are still effective to maintain customer relationship. However, they seem to lose interactivity and entertainment to readers.

Practical implications

Managerial implications lay emphasis on providing a completed circuit by integrating different social media to facilitate tourism information seeking.

Originality/value

This study is to develop a context-specific model of relationship marketing drivers to the travel blogosphere.

Details

Journal of Hospitality and Tourism Technology, vol. 6 no. 1
Type: Research Article
ISSN: 1757-9880

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Article

Reijo Savolainen

The purpose of this paper is to contribute to research on information sharing by drawing on the reader-response theory developed by Louise Rosenblatt. To this end…

Abstract

Purpose

The purpose of this paper is to contribute to research on information sharing by drawing on the reader-response theory developed by Louise Rosenblatt. To this end, information sharing is approached by examining how bloggers communicate their reading experiences of fiction and non-fiction books.

Design/methodology/approach

The conceptual framework is based on the differentiation between efferent and aesthetic reading stances specified by Rosenblatt. The efferent stance directs attention to what is to be extracted from reading for instrumental purposes such as task performance. The aesthetic stance focuses on what is being lived through during the reading event. Rosenblatt’s framework was elaborated by specifying eight categories of efferent reading and six categories of aesthetic reading. The ways in which bloggers communicate their responses to such readings were examined by scrutinising a sample of 300 posts from two book blogs.

Findings

The bloggers mainly articulated responses to efferent reading by sharing information about the content of the reviewed books, as well as their strengths and weaknesses. Responses to aesthetic reading were mainly articulated by describing how the bloggers experienced the narrative, what kind immersive experiences they had and what kind of emotions were felt during the reading process.

Research limitations/implications

As the study is explorative in nature and focusses on a sample of blog posts, the findings cannot be generalised to depict how people share their responses to efferent and aesthetic reading in social media forums.

Originality/value

The paper pioneers by examining the potential of Rosenblatt’s theory in the study of sharing information about reading experiences in book blogs. The findings demonstrate that the categories of efferent and aesthetic reading can be elaborated further for the needs of information behaviour research.

Details

Journal of Documentation, vol. 76 no. 2
Type: Research Article
ISSN: 0022-0418

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Article

Chin‐Lung Hsu, Judy Chuan‐Chuan Lin and Hsiu‐Sen Chiang

Blogging has become part of a consumer's decision making process when shopping online; however, the understanding of blog recommendation's effect on consumer purchase…

Abstract

Purpose

Blogging has become part of a consumer's decision making process when shopping online; however, the understanding of blog recommendation's effect on consumer purchase decision is still vague. The purpose of this study is to examine whether the blog reader's trusting belief in the blogger is significant in relation to the perceived usefulness of the blogger's recommendations; and how the blog reader's perceptions influence his/her attitude and purchasing behavior online. The moderating effect of blogger's reputation on readers’ purchasing intentions is also tested.

Design/methodology/approach

Based on various theories, a model was proposed in this study. A survey involving 327 blog readers as participants was analyzed in the empirical study to investigate whether the usefulness of bloggers’ recommendations and trusting beliefs toward blogger had influence on consumers’ attitudes and behavioral intentions toward online shopping.

Findings

The results indicated that perceived usefulness of bloggers’ recommendations and trust had significant influential effect on blog users’ attitude towards and intention to shop online. Moreover, the findings showed that different determinants affected the users of perceived‐high‐reputation and perceived‐low‐reputation blogs.

Originality/value

The findings suggest bloggers’ electronic word‐of‐mouth (eWOM) to be a promising marketing strategy for increasing sales. The marketers should provide free trial products and services to the perceived‐high‐reputation bloggers who, as valued opinion leaders, will influence and prompt others to shop online through a trusting effect. As for perceived‐low‐reputation bloggers, the marketing strategists should strive to emphasize the usefulness of products and services being marketed, so these perceived‐low‐reputation bloggers can focus more on describing the advantages and benefits of products or services discussed in their blogs.

Details

Internet Research, vol. 23 no. 1
Type: Research Article
ISSN: 1066-2243

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Article

Ching‐Jui Keng and Hui‐Ying Ting

This study is based on the interactivity and perceived similarity between blog readers and the others, and incorporates the concepts from customer experiential value. This…

Abstract

Purpose

This study is based on the interactivity and perceived similarity between blog readers and the others, and incorporates the concepts from customer experiential value. This paper aims to examine emotional experiences that internet users gain while reading blogs, that is, assesses the attitude of blog readers through their subjective experiences within the communication process.

Design/methodology/approach

An empirical survey is used to test the hypotheses. The sample is 349 users who browse blogs frequently. Data are analysed using structural equation modelling (SEM) to understand the cause and effect of the entire model and to determine the goodness of fit of the conceptual model.

Findings

Empirical results demonstrate that: interpersonal interaction enhances browsers, aesthetic experiences as well as playfulness; machine interaction generates high aesthetics value which comprises visual and entertainment effects, service excellence, and CROI; perceived similarity by readers positively influences the four components of customer experiential value; and a positive correlation exists between user attitudes toward reading blogs and their experiential value in aesthetics, playfulness, and service excellence.

Practical implications

The findings will help bloggers understand the factors key to success and allocate the appropriate resources to operate a blog and achieve success.

Originality/value

The value of this study is to establish the importance of customer experiential value theory. Previous research on customer experiential value primarily focuses on analysing consumer shopping behaviours and mostly on the utilitarian value of products. This research focuses on inner pleasure gained through reading blogs, such as aesthetic experiences and emotional reactions.

Details

Internet Research, vol. 19 no. 5
Type: Research Article
ISSN: 1066-2243

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Article

Shu‐ming Wang and Judy Chuan‐Chuan Lin

The objective of this paper is to further explore relationships among social influence, blog platform qualities and usage intention for improving the understanding of the…

Abstract

Purpose

The objective of this paper is to further explore relationships among social influence, blog platform qualities and usage intention for improving the understanding of the effect that social influence exerts on bloggers' usage intention.

Design/methodology/approach

Based on the IS success model, the authors propose a conceptual framework incorporating information quality, system quality, blog function quality and social influence as key determinants of bloggers' usage intention. Empirical data from 613 participants were collected via a web survey.

Findings

The results show that information quality, system quality and blog function quality, i.e. the technical factors, positively influence bloggers' usage intention. Among these qualities, system quality is the most prominent. For social factors, social influence significantly affects bloggers' usage intention directly and indirectly through blog platform qualities. A multi‐group analysis revealed the differences between blog readers and writers in the perceptions of blog platform qualities and the intensity of path coefficients among factors in the conceptual model.

Practical implications

Results from this study can be used as guidance for blogging service providers to enhance and develop blog platform functions. Moreover, the differences between blog readers and writers revealed in the findings can help service providers to develop campaigns to strengthen their usage intention accordingly.

Originality/value

This paper advances the understanding of the effects of social influence on users' perception of information system qualities as well as usage intention. Social influence exhibits strong effects on users' perception of blog platform qualities. Specifically social influence not only directly affects bloggers' usage intention but also has an indirect effect on intention through the mediation of blog platform qualities.

Details

Online Information Review, vol. 35 no. 1
Type: Research Article
ISSN: 1468-4527

Keywords

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Article

Sharon Greenberg, Eti Yaari and Judit Bar‐Ilan

The purpose of this paper is to describe a study that examined the perceived credibility of blogs on the internet and the medical information published in them as…

Abstract

Purpose

The purpose of this paper is to describe a study that examined the perceived credibility of blogs on the internet and the medical information published in them as perceived by the readers of these blogs.

Design/methodology/approach

A total of six blogs each with two posts were constructed, one on conventional treatment and the other on an alternative treatment of diabetes. In total, 361 participants viewed one blog each and filled in a questionnaire of the perceived credibility of the blog, the author of the blog and its message.

Findings

The results of the study indicate an attitude of scepticism and/or criticism of many aspects of the information in the blogs, together with the growing use of blogs to find information on medical topics. It seems that users apply scepticism as a way to deal with the lack of certainty as to the credibility of the information in spite of their desire and readiness to use this information.

Research limitations/implications

The users who took part in the experiment did not actually have a real need for the health information provided in the blog posts. They only saw two blog posts in an artificial blog, and in order to fully assess credibility there is need for a longer‐term interaction.

Practical implications

Findings from this study may help the health community to design messages that are perceived as credible by the public.

Originality/value

The users in this study, unlike previous studies, were more critical of the information presented to them. One possible reason could be their older age.

Details

Aslib Proceedings, vol. 65 no. 1
Type: Research Article
ISSN: 0001-253X

Keywords

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