Blog Marketing – A Consumer Perspective THESIS

 Blog Marketing – A Consumer Perspective THESIS


Abstract

Blogger recommendations, blog readers' trust in them, and the bloggers' reputation are examined as influences on consumers' purchasing attitudes and intentions. Empirical evidence from 439 Kuwaiti blog readers is used to test out a theory based on the theory of reasoned action (TRA) and the technology acceptance model (TAM). Blog users' purchasing attitudes and intentions were influenced by their perceptions of the usefulness of blogger recommendations, their level of confidence, and their reputation. Blogger recommendations are perceived to be more useful when bloggers are trusted. Confidence in bloggers increased significantly as a result of bloggers' reputations.

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Introduction

As a leading online medium, blogging influences people's purchasing decisions globally (Schroeder, 2014). Technologically savvy and well-informed consumers make informed purchasing decisions (Cina, 1989). The consumer-seller relationship is constantly evolving as both parties gain greater technological empowerment. As a result of these factors, consumer expectations have been fundamentally altered, resulting in a demand for improvements, the development of more personalized and innovative products, as well as improved customer experiences and services. While shopping, consumers want to have an experience that is tailored to their needs. A superior customer experience is one of many firms' primary goals in today's retail environment (Hong, 2015).

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Conclusion

Theory-wise, the study has contributed new knowledge about consumer behavior and blogging. Blogger recommendations have been highlighted as having a significant impact in consumer purchase decisions. To understand the effects of blog recommendations on consumer purchase decisions, this study replicated a previous study conducted on Taiwanese blog readers. Moreover, this study adds a reputation factor to the model, which was not included in earlier studies.

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