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1 – 2 of 2Jiyoung Kim, Kiseol Yang, Xin Zeng and Hwa-Ping Cheng
The purpose of this study is to investigate (1) how female blog users' perceived benefits (i.e. perceived usefulness, perceived enjoyment, community identification and perceived…
Abstract
Purpose
The purpose of this study is to investigate (1) how female blog users' perceived benefits (i.e. perceived usefulness, perceived enjoyment, community identification and perceived norm of reciprocity) influence their perceived social capital on fashion blogs, (2) the influence of structural social capital and cognitive social capital on users' relational social capital and (3) the influence of relational social capital on blog loyalty.
Design/methodology/approach
Structural equation modeling was performed using 530 useable data collected through an online survey.
Findings
The result indicated that perceived usefulness and the norm of reciprocity led to the development of cognitive social capital, while community identification and the norm of reciprocity led to the development of structural social capital. Cognitive and structural social capital both led to the development relational social capital, which in turn influenced blog loyalty.
Originality/value
This study provides insights for a fashion brand marketing strategy that uses fashion blogs to target relevant consumers. It helps firms to understand the factors that lead people to embed their resources in a blog and to learn how the different perceived benefits impact blog users' contributions to the community.
Details
Keywords
Currently, many firms have established brand fan pages on various social network sites. The purpose of this paper is to extend the conventional trust theory, which involves only…
Abstract
Purpose
Currently, many firms have established brand fan pages on various social network sites. The purpose of this paper is to extend the conventional trust theory, which involves only perspective of trust.
Design/methodology/approach
This study targeted community members who have purchased tourist packages from travel agencies and have joined the official brand fan pages of the agencies for at least one year. A total of 646 valid samples were collected.
Findings
Structural equation modeling was employed to conduct path analyses, and the results show that the seven hypothetical paths proposed in this study are supported by the theoretical model, which exhibited desirable goodness-of-fit.
Practical implications
Finally, practical suggestions are offered for community managers.
Originality/value
This study was conducted by integrating the models of consumer-to-consumer and business-to-consumer interactions.
Details