I BUY YOUR PRODUCT WHEN I FEEL I KNOW YOU: USING BLOG DISCLOSURE TO INFLUENCE CONSUMERS
Whilst confidence in certain companies has fallen as a result of the feeling amongst consumers that their private life has been violated, it would seem that at the same time, consumers are very eager to know more about the private life of the bloggers they follow. In return, bloggers are revealing m...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitaria Press Craiova
2013-11-01
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| Series: | Management & Marketing |
| Subjects: | |
| Online Access: | http://www.mnmk.ro/documents/PDF_MNMK_2_2013/1-11-2-13.pdf |
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| author | Christel de LASSUS Maria MERCANTI-GUERIN |
| author_facet | Christel de LASSUS Maria MERCANTI-GUERIN |
| author_sort | Christel de LASSUS |
| collection | DOAJ |
| description | Whilst confidence in certain companies has fallen as a result of the feeling amongst consumers that their private life has been violated, it would seem that at the same time, consumers are very eager to know more about the private life of the bloggers they follow. In return, bloggers are revealing more and more about themselves and displaying their private lives on their blogs. We show that the role of disclosure is a key determinant in consumer persuasion and that the exposure by bloggers of their private lives has a positive influence on their visitors. A quantitative study made of fashion and beauty blog enabled us to assess the impact of such disclosure on confidence in the blog, attitude towards the blog and the brand, and on the various routes to persuasion observed. The managerial implications of this research are presented in conclusion to help managers choose relevant blogs. |
| format | Article |
| id | doaj-art-11113c8a6da4421e870d85f83b6e4e57 |
| institution | OA Journals |
| issn | 1841-2416 1841-2416 |
| language | English |
| publishDate | 2013-11-01 |
| publisher | Universitaria Press Craiova |
| record_format | Article |
| series | Management & Marketing |
| spelling | doaj-art-11113c8a6da4421e870d85f83b6e4e572025-08-20T02:27:58ZengUniversitaria Press CraiovaManagement & Marketing1841-24161841-24162013-11-01XI2209224I BUY YOUR PRODUCT WHEN I FEEL I KNOW YOU: USING BLOG DISCLOSURE TO INFLUENCE CONSUMERSChristel de LASSUS0Maria MERCANTI-GUERIN1University Paris Est, IRGConservatoire National des Arts and Métiers Whilst confidence in certain companies has fallen as a result of the feeling amongst consumers that their private life has been violated, it would seem that at the same time, consumers are very eager to know more about the private life of the bloggers they follow. In return, bloggers are revealing more and more about themselves and displaying their private lives on their blogs. We show that the role of disclosure is a key determinant in consumer persuasion and that the exposure by bloggers of their private lives has a positive influence on their visitors. A quantitative study made of fashion and beauty blog enabled us to assess the impact of such disclosure on confidence in the blog, attitude towards the blog and the brand, and on the various routes to persuasion observed. The managerial implications of this research are presented in conclusion to help managers choose relevant blogs.http://www.mnmk.ro/documents/PDF_MNMK_2_2013/1-11-2-13.pdf: blogprivate lifeperceived disclosure of private lifeconfidence |
| spellingShingle | Christel de LASSUS Maria MERCANTI-GUERIN I BUY YOUR PRODUCT WHEN I FEEL I KNOW YOU: USING BLOG DISCLOSURE TO INFLUENCE CONSUMERS Management & Marketing : blog private life perceived disclosure of private life confidence |
| title | I BUY YOUR PRODUCT WHEN I FEEL I KNOW YOU: USING BLOG DISCLOSURE TO INFLUENCE CONSUMERS |
| title_full | I BUY YOUR PRODUCT WHEN I FEEL I KNOW YOU: USING BLOG DISCLOSURE TO INFLUENCE CONSUMERS |
| title_fullStr | I BUY YOUR PRODUCT WHEN I FEEL I KNOW YOU: USING BLOG DISCLOSURE TO INFLUENCE CONSUMERS |
| title_full_unstemmed | I BUY YOUR PRODUCT WHEN I FEEL I KNOW YOU: USING BLOG DISCLOSURE TO INFLUENCE CONSUMERS |
| title_short | I BUY YOUR PRODUCT WHEN I FEEL I KNOW YOU: USING BLOG DISCLOSURE TO INFLUENCE CONSUMERS |
| title_sort | i buy your product when i feel i know you using blog disclosure to influence consumers |
| topic | : blog private life perceived disclosure of private life confidence |
| url | http://www.mnmk.ro/documents/PDF_MNMK_2_2013/1-11-2-13.pdf |
| work_keys_str_mv | AT christeldelassus ibuyyourproductwhenifeeliknowyouusingblogdisclosuretoinfluenceconsumers AT mariamercantiguerin ibuyyourproductwhenifeeliknowyouusingblogdisclosuretoinfluenceconsumers |