logo

B01CBEH209 Consumer Behavior Assignment: Blog Readers

9 Pages2580 Words130 Views
   

Kent Institute Australia

   

Consumer Behaviour (B01CBEH209)

   

Added on  2020-05-28

B01CBEH209 Consumer Behavior Assignment: Blog Readers

   

Kent Institute Australia

   

Consumer Behaviour (B01CBEH209)

   Added on 2020-05-28

ShareRelated Documents
1Running head: CONSUMER BEHAVIOURConsumer Behaviour Name of student:Name of university:Author note:
B01CBEH209 Consumer Behavior Assignment: Blog Readers_1
2CONSUMER BEHAVIOURThe past one decade has witnessed major changes in the factors that drive decisionmaking process of consumers, and marketing professionals are focusing on research to gainupdated knowledge of this evolution. Since marketing efforts are to be aligned with themultidimensional aspect of consumer behaviour, attempts are being made to understand thenovice ideas and concepts arising in this context. With the advent of technology, and wideuse of the internet, blog writing has become a trend in the recent past, and it has been foundthat marketing professionals are emphasising on this aspect extensively. Online blogging andreviews provided by customers in these blogs regarding diverse products are now known tobe an important indicator of the decision making process of the consumers. The amount oftime spent by a consumer in reading these blogs and the customer reviews has been found toincrease greatly in recent times (Solomon 2014). The present essay discusses blogs andcustomer reviews, and the influence of these on the purchase decision making the process ofthe customers. The paper also highlights how the perceptions of the blog readers can have aninfluence on his or her attitude and purchasing decision. With the emergence of technology has emerged the different ways of expressing ideasand sharing opinions between individuals with different tastes and choices. The term ‘blog’ ismuch heard in the contemporary era which is an updated online personal diary or journalreflecting a certain topic of discussion. Blogs or web blogs are the new way of keeping othersabreast of the incidents occurring in the present world. Individuals are engaging in writingblogs, commonly known as bloggers, are known to share a collection of informal, informativepieces which harness the fast-evolving world around us. Recent research indicates that therole of blogs in aiding consumers make a proper purchase decision is significant. It is to benoted that in place of the social media platforms, blogs have more power to influenceconsumer behaviour since blogs are garnering a loyal readership recently. As the emotionalconnection between the readers and the bloggers gets stronger, readers are led to a point
B01CBEH209 Consumer Behavior Assignment: Blog Readers_2
3CONSUMER BEHAVIOURwhere they rest their purchasing decisions on the recommendations provided in the blog(Schütte and Ciarlante 2016). East et al. (2016) in this regard highlight that a rich pool of studies from the field ofmarketing and consumer behaviour have pointed out the power of blogging to become theplatform where products and their usability are discussed extensively among the consumers.The reviews that consumers find on such blogs guide the decision making process andenhance customer loyalty towards certain products and companies. Bloggers usually writereviews on products and mention the reasons for liking or dislinking the product and thefeatures that can be included in the product in future. Comparisons are also made betweenproducts of the same category, and this is highly advantageous for consumers to gaininformation on the options they have before purchasing the preferred product. Nevertheless,whether a blogger can be successful in motivating the consumer to purchase a service orproduct depends to a considerable degree on the personal connection between them. Noel (2017) pinpointed that the new generation of online tools and approaches suchas social networking sites, blogs and customer review sites are commonly referred to as Web2.0. These have transformed the internet from being a ‘broadcasting’ medium to an‘interactive’ medium and has allowed the wide technology-mediated participation ofindividuals. Through blogs, a large scale word of mouth networks is formed that enablesconsumers to make their opinions accessible to global communities in an easy manner. Itmust be remembered that such easy and free access to information has made the power ofmarketing communication weak. As an increasing trend, consumers are keen on replacing thetraditional way of information search by the internet search. Blogging as a network is knownto reach to a wider community and audience and build on the multiple communicationstrategies. Bloggers see themselves as experts with knowledge of certain products, and theintension of private blogs is to share experiences. As the recommendations of the bloggers
B01CBEH209 Consumer Behavior Assignment: Blog Readers_3

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Blogs and Customer Reviews PDF
|8
|2835
|100

Blogs and Reviews of the Customers on Purchase Decision Process
|10
|3716
|265

Consumer Behavior Consumer Behavior "Blogs and Customer Reviews" Consumer Behavior Consumer Behavior Consumer Behavior Consumer Behavior Consumer Behavior Consumer Behavior
|8
|2913
|223

Impact of Bloggers on Customers in Online Shopping - Desklib
|12
|3447
|484

Effectiveness of Bloggers in Influencing Online Buying Behavior of Consumers
|17
|3358
|422

The Influence of Bloggers on Consumer Purchase
|19
|5917
|494