Exploring the Impacts of Blog Marketing on Consumers

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Abstract:

In this study we investigated the preferences of blog readers for the purpose of designing effective blog marketing campaigns. We surveyed 965 customers who have searched for product information via blogs before consuming, and used structural equation modeling to analyze the data. The results showed that the convenience provided by blogs is an important reason for consumers to use the medium for product research. Blog marketing elements were also analyzed in terms of interactional sharing, novelty, and professional characteristics. It was found that interactional sharing most affects consumers' intention to purchase. Additionally, for those who use blogs as a way to search for different types of products, degree of expertise is also an important factor.

Keywords: BLOG; BLOG MARKETING; CONSUMERS; ELECTRONIC WORD-OF-MOUTH; INTERNET MARKETING

Document Type: Research Article

DOI: http://dx.doi.org/10.2224/sbp.2011.39.9.1245

Publication date: October 1, 2011

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