WHAT WORKS IN BLOG MARKETING? FIRM CREATED, OR USER GENERATED IN 2.0 WEB: EVIDENCE FROM A DEVELOPING COUNTRY
Keywords:
B2C Marketing, Blog Marketing, Consumer Perception, Pakistan
Abstract
This study provides insight on how the firm-created communication and consumer-generated communication messages through blog does, influence the perception of consumers and is a source of lifelong learning. This research also assesses the difference in perception of male and female based on their interaction with blogs. This research also investigates whether there is a notable impact of age factor on the consumer perception and how does information available through blog influences their perception formation. An online survey of one hyndredeighty one respondents from Pakistan analyzed statistically. Results suggested that firm created communication material on the blog, user-generated blog communication material, blog credibility, and trending brands on blogs are some of the factors related to blog marketing that influences the consumer perception about the brands. No significant relationship found between blog rating and complete product information availability on consumer perception whereas Blog credibility and trending brands on blogs positively affects the consumer perception about brands.
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Malaysian young consumers’ online purchase intention in social
media websites. Procedia-Social and Behavioral Sciences, 40, 326-333.
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related
user-generated content differ across YouTube, Facebook, and
Twitter? Journal of interactive marketing, 26(2), 102-113.
Smudde, P. M. (2005). Blogging, ethics and public relations: A proactive
and dialogic approach. Public Relations Quarterly, 50(3), 34.
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effects of social media marketing on online consumer behavior.
International Journal of Business and Management, 8(14), 66.
Williams, R. L., & Cothrel, J. (2000). Four smart ways to run online
communities. MIT Sloan Management Review, 41(4), 81.
Williams, T., & Williams, R. (2008). Adopting social media: Are we
leaders, managers or followers? COMMUNICATION WORLDSAN FRANCISCO-, 25(4), 34.
Wright, J. (2005). Blog marketing: McGraw-Hill Professional Publishing.
Yang, K. C. (2011). The Effects of Social Influence on Blog Advertising
Use. Intercultural Communication Studies, 20(2).
Journal of Management, 29(2), 161-185.
Arnhold, U. (2008). User generated branding: state of the art of
research (Vol. 8). LIT Verlag Münster.
Berthon, P. R., Pitt, L. F., McCarthy, I., & Kates, S. M. (2007). When
customers get clever: Managerial approaches to dealing with
creative consumers. Business Horizons, 50(1), 39-47.
Constantinides, E., & Fountain, S. J. (2008). Web 2.0: Conceptual
foundations and marketing issues. Journal of direct, data and
digital marketing practice, 9(3), 231-244.
Davis Mersey, R., Malthouse, E. C., & Calder, B. J. (2010). Engagement with
online media. Journal of Media Business Studies, 7(2), 39-56.
Dearstyne, B. W. (2005). Blogs: the new information revolution?
Information Management, 39(5), 38.
Fitzgerald, K. (2007). Blogs fascinate, frighten marketers eager to tap
loyalists. Advertising Age, 5.
Gillett, J. (2007). Internet weblogs as cultural resistance: A study of the SARS
arts project. Journal of Communication Inquiry, 31(1), 28-43.
Gnyawali, D. R., Fan, W., & Penner, J. (2010). Competitive actions and
dynamics in the digital age: an empirical investigation of social
networking firms. Information Systems Research, 21(3), 594-613.
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected:
The power of the social media ecosystem. Business Horizons, 54(3), 265-273.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004).
Electronic word-of-mouth via consumer-opinion platforms: what
motivates consumers to articulate themselves on the internet?
Journal of interactive marketing, 18(1), 38-52.
Internet Live Stats. (2018). Internet Live Stats. Retrieved from Internet
Live Stats: www.InternetLiveStats.com
Ioanas, E., & Stoica, I. (2014). Social media and its impact on consumers
behavior. International Journal of Economic Practices and Theories, 4(2), 295-303.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The
challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
Kirby, J., & Marsden, P. (2006). Connected marketing: the viral, buzz and
word of mouth revolution: Elsevier.
Kozinets, R. V. (2002). The field behind the screen: Using netnography
for marketing research in online communities. Journal of
marketing research, 39(1), 61-72.
Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. (2010).
Networked narratives: Understanding word-of-mouth marketing
in online communities. Journal of Marketing, 74(2), 71-89.
Kucuk, S. U., & Krishnamurthy, S. (2007). An analysis of consumer power
on the Internet. Technovation, 27(1), 47-56.
Kumar, R., Novak, J., Raghavan, P., & Tomkins, A. (2004). Structure and
evolution of blogspace. Communications of the ACM, 47(12), 35-39.
Lawson-Borders, G., & Kirk, R. (2005). Blogs in campaign
communication. American Behavioral Scientist, 49(4), 548-559.
Lee, K.T., & Koo, D. M. (2012). Effects of attribute and valence of e-
WOM on message adoption: Moderating roles of subjective
knowledge and regulatory focus. Computers in Human Behavior, 28(5), 1974-1984.
Li, C., & Bernoff, J. (2011). Groundswell: Winning in a World
Transformed by Social Technologies. Boston, MA: Harvard
Business Review Press.
Lu, L.C., Chang, W. P., & Chang, H.-H. (2014). Consumer attitudes toward
blogger’s sponsored recommendations and purchase intention:
The effect of sponsorship type, product type, and brand
awareness. Computers in Human Behavior, 34, 258-266.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid
element of the promotion mix. Business Horizons, 52(4), 357-365.
Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the “like”
button: The impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of
Marketing, 76(6), 105-120.
Pai, P., & Arnott, D. C. (2013). User adoption of social networking sites:
Eliciting uses and gratifications through a means–end approach.
Computers in Human Behavior, 29(3), 1039-1053.
Pookulangara, S., & Koesler, K. (2011). Cultural influence on consumers’
usage of social networks and its’ impact on online purchase
intentions. Journal of Retailing and Consumer Services, 18(4), 348-354.
Ransbotham, S., & Kane, G. C. (2011). Membership turnover and
collaboration success in online communities: Explaining rises
and falls from grace in Wikipedia. Mis Quarterly, 613-627.
Schlosser, A. E. (2005). Posting versus lurking: Communicating in a
multiple audience context. Journal of Consumer Research, 32(2), 260-265.
Schiffman, L.G., & Kanuk, L. L. (2007). Consumer behavior. In Consumer
behavior (p. 172). New Jersey: Prentice Hall.
See-To, E. W., & Ho, K. K. (2014). Value co-creation and purchase
intention in social network sites: The role of electronic Word-of-
Mouth and trust–A theoretical analysis. Computers in Human
Behavior, 31, 182-189.
Sin, S. S., Nor, K. M., & Al-Agaga, A. M. (2012). Factors Affecting
Malaysian young consumers’ online purchase intention in social
media websites. Procedia-Social and Behavioral Sciences, 40, 326-333.
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related
user-generated content differ across YouTube, Facebook, and
Twitter? Journal of interactive marketing, 26(2), 102-113.
Smudde, P. M. (2005). Blogging, ethics and public relations: A proactive
and dialogic approach. Public Relations Quarterly, 50(3), 34.
Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The
effects of social media marketing on online consumer behavior.
International Journal of Business and Management, 8(14), 66.
Williams, R. L., & Cothrel, J. (2000). Four smart ways to run online
communities. MIT Sloan Management Review, 41(4), 81.
Williams, T., & Williams, R. (2008). Adopting social media: Are we
leaders, managers or followers? COMMUNICATION WORLDSAN FRANCISCO-, 25(4), 34.
Wright, J. (2005). Blog marketing: McGraw-Hill Professional Publishing.
Yang, K. C. (2011). The Effects of Social Influence on Blog Advertising
Use. Intercultural Communication Studies, 20(2).
Published
2018-12-15
How to Cite
Hussain, S., & Abbas, S. (2018). WHAT WORKS IN BLOG MARKETING? FIRM CREATED, OR USER GENERATED IN 2.0 WEB: EVIDENCE FROM A DEVELOPING COUNTRY. Journal of Business Strategies, 12(2), 145-164. Retrieved from http://greenwichjournals.com/index.php/businessstudies/article/view/346
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