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Book part

Gachoucha Kretz and Kristine de Valck

Purpose – The purpose of our study was to better understand how bloggers organize branded storytelling in fashion and luxury blogs using explicit and implicit self-brand…

Abstract

Purpose – The purpose of our study was to better understand how bloggers organize branded storytelling in fashion and luxury blogs using explicit and implicit self-brand association.

Methodology/approach – We have carried out a Netnography on a sample of 60 fashion and luxury blogs. Data analysis relied on a visual denotational and connotational analysis. We have also conducted hermeneutic interviews of influential fashion bloggers and readers to validate our findings.

Findings – Bloggers differently combine explicit and implicit textual and visual branded stimuli depending on their character types. The most influential blogs combine textual implicitness and visual explicitness, regardless of their character types. Other influential bloggers combine visual and textual elements of the story more or less explicitly depending on the archetypes they have constructed. Bloggers reintermediate the relationship between brands and consumers and serve as a “lens” through which readers may select a brand and decide on purchase. The quality of the relationship between the bloggers and the readers relies on the initial reading contract, the evolving presence of the advertised brands in the blog's content, and the amount of privacy shared by the bloggers with their audience.

Research limitations/implications – Our sample is very limited and includes very influential and professionalized blogs.

Practical implications – Our study should help brand managers in selecting fashion blogs as a new relay for advertisement or sponsored content.

Originality/value of paper – Our study provides a framework to brand managers by highlighting recognizable storytelling patterns.

Details

Research in Consumer Behavior
Type: Book
ISBN: 978-0-85724-444-4

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Book part

Xiaoli Tian and Daniel A. Menchik

To understand the phenomena of people revealing regrettable information on the Internet, we examine who people think they’re addressing, and what they say, in the process…

Abstract

Purpose

To understand the phenomena of people revealing regrettable information on the Internet, we examine who people think they’re addressing, and what they say, in the process of interacting with those not physically or temporally co-present.

Methodology/approach

We conduct qualitative analyses of interviews with student bloggers and observations of five years’ worth of their blog posts, drawing on linguists’ concepts of indexical ground and deictics. Based on analyses of how bloggers reference their shared indexical ground and how they use deictics, we expose bloggers’ evolving awareness of their audiences, and the relationship between this awareness and their disclosures.

Findings

Over time, writers and their regular audience, or “chorus,” reciprocally reveal personal information. However, since not all audience members reveal themselves in this venue, writers’ disclosures are available to those observers they are not aware of. Thus, their overdisclosure is tied to what we call the “n-adic” organization of online interaction. Specifically, and as can be seen in their linguistic cues, n-adic utterances are directed toward a non-unified audience whose invisibility makes the discloser unable to find out the exact number of participants or the time they enter or exit the interaction.

Research implications

Attention to linguistic cues, such as deictics, is a compelling way to identify the shifting reference groups of ethnographic subjects interacting with physically or temporally distant others.

Originality/value

We describe the social organization of interaction with undetectable others. n-adic interactions likely also happen in other on- and offline venues in which participants are obscured but can contribute anonymously.

Details

Communication and Information Technologies Annual
Type: Book
ISBN: 978-1-78560-785-1

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Article

Athena Choi

The purpose of this study is to draw on an inductive approach in exploring how the post-90s generation relates themselves with the others when browsing fashion images on…

Abstract

Purpose

The purpose of this study is to draw on an inductive approach in exploring how the post-90s generation relates themselves with the others when browsing fashion images on social media. More specifically, this work explores how young fashion readers perceive the phenomenon of bloggers' self-modeling as a means of self-expression.

Design/methodology/approach

Eight focus groups were conducted for 64 Hong Kong young fashion readers. Respondents were asked about their opinion on the fashion blogs, their preference toward bloggers' self-modeling phenomenon, and how they compare themselves with the self-modeling fashion bloggers.

Findings

Results indicate that a tendency of social comparison occurred as readers indicated preference toward fashion bloggers who perform as self-modeling image producers, this supports the notion of social comparison that human nature tends to compare with others similar to themselves. This finding also suggests the critical awareness of young fashion readers, in which an ideal beauty is perceived as a successful result from a calculated visual creation, namely “the creative self”.

Research limitations/implications

This study focus on a Hong Kong setting with Instagram as the key communication platform; future research would be benefited from a wider scope of study from an international perspective.

Practical implications

This paper provides practical insight for fashion brands' strategic planners on how the fashion blogging works as a new genre of fashion communication. By understanding the fashion readers' preference, strategic planners could develop appropriate marketing communication strategy in response to the new trend of readers engaging in visual creative production for fashion.

Originality/value

This study reveals a new perspective in interpreting social comparison behavior for the fashion readers in the digital culture, whereas the targeted comparison attribute changed from ideal beauty to the creative self. This finding contributes to the discourse of academic theories in social media, social comparison and fashion communication.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 4
Type: Research Article
ISSN: 1361-2026

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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

Ramendra Thakur, John H. Summey and Joby John

As the pervasiveness of blogging becomes comingled in personal and corporate lives, companies are harvesting useful information from user-generated media. It appears that…

Abstract

Purpose

As the pervasiveness of blogging becomes comingled in personal and corporate lives, companies are harvesting useful information from user-generated media. It appears that user-generated media (e.g. blogs, among others) has become an increasingly important way for companies to connect with customers. Though blogging activity is a fast emerging phenomenon, however, to date only a handful of research has been done by scholars about blogging activity. The little research done on blogging has focused on the company perspective; how companies can use blogs to interact with their customers, but did not examine the individual blogger ' s viewpoint. Hence, the main objective of this study is to help fill that void in the literature and ascertain the following: to lay the groundwork for understanding the factors that enhance bloggers ' attitudes toward participating in blogging activity and how bloggers ' attitudes influence their propensity to blog.

Design/methodology/approach

A structural model was developed depicting the relationships among key constructs of research interest. This model reflects theories drawn from social psychology and the literature on marketing and information systems. Structural equation modeling (SEM) methodology was used to empirically validate the model and its hypotheses.

Findings

Results of the SEM analysis indicated that bloggers ' knowledge, bloggers ' responsiveness to their readers, bloggers ' market mavenism, and bloggers ' social network optimization had a strong influence on attitude which in turn influenced propensity to blog.

Research limitations/implications

This research has certain limitations. First, resource constraints limited the collection of data to only US consumers, so the analysis of this study may only be generalized over population groups within the USA. A future replicating study of this kind would help to verify if the final model of this study holds true in different countries and cultures. A second limitation is that in this study the unit of analysis is at the individual level. Future studies could examine these effects at multiple levels of analysis such as network and business group level, firm level, and country and region level to understand the behavior of bloggers in those settings.

Originality/value

In this paper the two germane theories (e.g. theories of network effect and diffusion of innovation) are presented. Related theoretical rationales form the bases for hypotheses underlying the model framework. The second section discusses the empirical tests and validation of the model and presents the results of the SEM methodology. The final section discusses implications of the findings, summarizes limitations, and offers suggestions for future research.

Details

Journal of Consumer Marketing, vol. 30 no. 1
Type: Research Article
ISSN: 0736-3761

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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

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

Justin Walden, Denise Bortree and Marcia DiStaso

The purpose of this paper is to explore how a change to a US policy about product testimonials affected bloggers and to understand bloggers’ perceptions of the…

Abstract

Purpose

The purpose of this paper is to explore how a change to a US policy about product testimonials affected bloggers and to understand bloggers’ perceptions of the organization-blogger relationship (OBR).

Design/methodology/approach

This study utilizes a survey (n=173) with closed and open-ended questions, and both quantitative and qualitative data are analyzed.

Findings

Bloggers’ decisions to accept compensation for a review may influence how much control they feel they have over the OBR. Qualitative data indicate that even as bloggers seek access to products to review, they prefer to maintain editorial control over the review process.

Research limitations/implications

The study extends the transparency literature in public relations and relationship management theory by exploring the relationship between bloggers and public relations professionals through the lens of a disclosure policy.

Practical implications

Recommendations are offered for public relations professionals in how to maintain transparent relationships with bloggers.

Social implications

Qualitative data reveal concern among bloggers about efforts to persuade them and what they should disclose; this may impact the trust that consumers have in reviews at blogs.

Originality/value

The study demonstrates the effects of review behaviors on the OBR and offers an organic explanation of how this relationship evolves. This is important as consumers are increasingly consulting blogs for product information. This issue also has relevance to public relations professionals, who are encouraged to broach the issue of transparency with bloggers.

Details

Journal of Communication Management, vol. 19 no. 3
Type: Research Article
ISSN: 1363-254X

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Article

Valerie Gannon and Andrea Prothero

The purpose of this paper is to consider the use of beauty blogging selfies in conveying consumer authenticity. The authors used an under-researched consumer-based…

Abstract

Purpose

The purpose of this paper is to consider the use of beauty blogging selfies in conveying consumer authenticity. The authors used an under-researched consumer-based authenticity approach.

Design/methodology/approach

The authors adopt a practice theory approach to selfies as both objects and practices. The study combines depth-interviews with a review of the participants’ blogs and selfies.

Findings

This research shows that bloggers use selfies as records of product trial, success and failure via specific sub-types. These selfies function as authenticating consumer acts, intertwined with key life narratives and as records of communal events, where bloggers identify as a community.

Research limitations/implications

This research is limited to beauty bloggers. Further research on consumer authenticity could be extended to other product categories and other media channels. The widened definition of selfies proposed enables further research on self-representational practices in consumption contexts. Likewise, the practice theory approach could be extended to other online contexts.

Practical implications

As social media and peer endorsement become ever more important to marketers, brands are seeking to leverage bloggers as brand ambassadors as well as the authenticity they convey. Maintaining this authenticity and credibility among peer networks and audiences is crucial for influencers and for marketers.

Originality/value

This study contributes to the understanding of consumer-based authenticity, self-representational practices using selfies and beauty blogging communities. Practice theories are applied in an online context, suggesting an opening for further research into mediated practices.

Details

European Journal of Marketing, vol. 50 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article

Hsiu‐Chia Ko

The purpose of this study is to explore why A‐list bloggers are continuously popular and what benefits they may obtain from becoming A‐list bloggers.

Abstract

Purpose

The purpose of this study is to explore why A‐list bloggers are continuously popular and what benefits they may obtain from becoming A‐list bloggers.

Design/methodology/approach

This work compared the varying popularity ranking list at two stages of Wretch, the biggest blog platform in Taiwan, and selected 44 continuously popular A‐list bloggers as research subjects. The research used online ethnographic methods, social network analysis, and text analysis to analyse collected data, including personal blog homepages, profile pages, blogrolls, blog posts, and audience responses to 44 continuously popular A‐list bloggers.

Findings

The results reveal that, on average, A‐list bloggers publish several articles weekly. Each article draws many responses and quotations; however only a few audience members continuously respond to these articles. The social network analysis and the online ethnographic analysis results indicate that a large audience regularly visits A‐list blogs, and their quotations and diffusion of information promote A‐list bloggers' reputations and build social capital, which consequently provides opportunities to convert popularity into a profit source. Finally the text analysis results show that A‐list bloggers often share positive life experiences in their blogs and receive positive feedback from their audience, which may increase their psychological well‐being and life satisfaction, and motivate them to continue writing. The positive emotions of A‐list bloggers may affect their audience and create emotional resonance with them.

Originality/value

This is the first study to explore the success of continuously popular A‐list bloggers to increase the understanding of the blogging phenomenon.

Details

Online Information Review, vol. 36 no. 3
Type: Research Article
ISSN: 1468-4527

Keywords

1 – 10 of over 2000