The Influence of Bloggers on Consumer Purchase Intentions
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This literature review evaluates the impact of online blogging on buying intentions of customers. It explores the use of blogs for SEO optimization and content marketing to influence customer behavior.
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Running head: ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS The influence of bloggers on consumer purchase intentions ZEHRA SERMA
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1ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS ABSTRACT This literature review evaluates the impact of online blogging on buying intentions of customers.The paper begins by offering an overview of marketing. Next, an analysis of the process of e-commerce and its relevance in the modern business world has been undertaken. The paper also provides an overview of the construct of digital marketing and the manner in which it has affected the contemporary business world. The paper then offers an insight into the construct of online blogging and how it is used by contemporary organizations. The paper also examines the manner in which blogs are being used for search engine optimization and content marketing to influence the buying behavior of customers. Finally, the paper concludes by identifying a literature gap and the need to conduct further research work in this area. Keywords: Online blogging, customer buying behavior, SEO optimization, content marketing, marketing
2ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS Table of Contents “1. INTRODUCTION”....................................................................................................................................................................3 “2. MARKETING ANDITSIMPORTANCE”................................................................................................................................3 “3. E-COMMERCE ANDONLINESHOPPING”...........................................................................................................................4 “4. DIGITALMARKETING”..........................................................................................................................................................5 “5. ONLINEBLOGGING”...............................................................................................................................................................6 “6. ONLINE BLOGGING, SEO OPTIMIZATION,CONTENTMARKETING”..........................................................................7 “7. CUSTOMERBUYINGBEHAVIOR”........................................................................................................................................7 “8. IMPACT OF BLOGGING ONCUSTOMERBEHAVIOR”.....................................................................................................9 “9. LITERATUREGAP”................................................................................................................................................................10 “10. CONCLUSION”.....................................................................................................................................................................11 “11. REFERENCES”.....................................................................................................................................................................12
3ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS “1. INTRODUCTION” Businesshasundergoneasubstantialchangebroughtaboutbyinnovativetechnologiesand globalization (Kannan 2017). The process of globalization can be seen as the single most important factor which has changed the nature of business in present times (Urban, Gosline and Lee 2017). Contemporary businesses are increasingly resorting to internationalization and global expansion. This has enhanced business competition significantly by increasing the number of choices available to contemporary customers (Kingsnorth 2016). The net result is that business enterprises are increasingly attempting to mitigate competition (Baltes2015). Business prospects depend on the kind of strategies organizations deploy (Ho et al. 2015). The business strategies, a particular organization is using for business operations needs to be in synchronicity with the overall goals it is trying to achieve (Ryan 2016). Digital marketing strategies have a significant prominence and businesses are increasingly using digital marketing (Patrutiu-Baltes 2016). This literature review will evaluate the effectiveness of online blogging as a form of digital marketing strategy and also the manner in which the diverse online blogs influence the buying behavior of the different customers in the present times. This paper will be of interest to a wide range of readers since it highlights the manner in which the construct of blogging can be used as a form of digital marketing strategy by the different contemporary organizations so as to enhance their business prospects. Thus, the paper tries to show that an effective usage of this construct can not only aid the different organizations to market as well as promote the products or services offered by them to the customers but at the same time offer them a better chance of gaining success as well. It is with this objective that the different aspects of blogging and digital marketing have been explored in this paper. “2. MARKETING AND ITS IMPORTANCE” The processes of marketing and promotion of goods or services offered by an organization determines organizational success or its failure (Hsiao, Chang and Tang 2016). Businesses deploy different kinds of marketing and promotional strategies to cascade the right kind of information to consumers. This act of offering relevant information to consumers is important since if consumers do not have appropriate information regarding the products or services they are less likely to choose them (Ukpabi and Karjaluoto 2017). Marketing and promotion are important for firms as it enables them to convey information to consumers to help influence their buying behavior. More importantly, different firms are effectively using the tool of marketing to advertise in advance the goods or services that they will be launching in the future (Hernández- Méndez,Muñoz-LeivaandSánchez-Fernández2015).Thisenablesthemtocreateanticipationamong consumers and thereby ensure the success of the concerned product or service. The marketing strategy used by
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4ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS Nike for their product Fuelband is an example of this kind of marketing strategy (Kim and Johnson2016). Marketing strategies used by the different firms have undergone a significant change keeping in pace with the changing requirements of the modern business world (Chen and Lin 2015). For example, in the earlier times firms used to use marketing as well as promotional methods such as newspapers, radio and other means (Cheung, Xiao and Liu 2014). However, presently majority of the firms are using digital marketing (Stephen 2016). More importantly, recent research suggests firms using digital marketing have a greater chance of succeeding than those using traditional marketing (Lim, Cheah and Wong2017). “3. E-COMMERCE AND ONLINE SHOPPING” One of the most important recent trends is that contemporary organizations as well as consumers are increasingly turning to e-commerce. The rise of this style of business can be traced to the emergence of the Internet and the change in the buying behavior of consumers. For example, the lives of consumers in present times had become much more hectic and busy, and many do not even have time to visit traditional bricks-and- mortar shops (Ngai, Tao and Moon 2015). It is precisely here that the importance of e-commerce lies since this enables consumers to get delivery of products or services to their doorstep. This not only saves valuable time but also offers them the ability to return goods if they do not like them. The net result is that the process of e- commerce has not only changed the business world but opened up new opportunities for consumers (Erkan and Evans 2018). However, reviews given by existing customers, and the brand image of the organizations and their products or services, plays a pivotal role in determining the buying decision of consumers (Zhou et al. 2017). Thus, it becomes all the more important for contemporary firms to maintain a positive brand and market image since it is directly related to the buying intentions of the contemporary customers. “4. DIGITAL MARKETING” The construct of digital marketing can be defined as the process through which business enterprises use the Internet and social media for the purpose of effectively promoting and marketing the products or services that they offer to consumers (Lu, Chang and Chang 2014). The effective use of the digital marketing enables firms to reach a much larger customer base because people are heavily dependent on various digital technologies (Chen et al. (2016). In addition, the use of social media, Internet and other digital tools for marketing and promotion is cost effective in compared to traditional forms of marketing and promotion (Cano, Doyle and Zhang 2018). This is perhaps one of the major reasons for the extensive usage of digital marketing by contemporary organizations. One of the most important current trends is that the buying behavior of consumers is determined to a great extent by brand image or online presence of organizations. More importantly, in the recent times
5ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS consumers, rather than focusing on the quality of products or services offered by an organization, focus more on the attribute of the brand and online image of organizations (Hsu, Chuan-Chuan Lin and Chiang 2013). For example, if an organization has a negative image over the social media and other online platforms it is more likely that consumers will not opt for the products or services being offered by them, regardless of the quality of products or services. The result of this is that contemporary businesses are increasingly resorting to the use of digital marketing strategies for the enhancement of their brand and online image, which in turn is directly related to the sale of the products or services on offer (Laroche et al. 2012). Thus, it can be said that contemporary organizations are increasingly resorting to the use of digital marketing strategies not only for the enhancement of their overall brand image, but also to attain a higher level of growth. “5. ONLINE BLOGGING” Blogging can be defined as the process through which individuals express over online medias their opinions or viewpoints regarding the things that are of concern to them (Cheng and Fang 2015). In this regard, different kinds of blogs can be categorized into two primary genres: personal blogs and professional blogs. Personal blogs are the ones in which the blogger expresses their viewpoints regarding the things that are of concern to them or the things that they used or have done in the recent times (Laroche, Habibi and Richard 2013). Professional blogs are the ones in which the different business enterprises promote or market their products or services (Barrett, Oborn and Orlikowski 2016). More importantly, these blogs also offer an overview of the reasons why consumers should choose these products or services, and the key benefits they are likely to receive. Professional blogs also offer detailed information regarding products or services that firms will be launching in the future (Hwang and Jeong 2016). The different firms are increasingly utilizing online blogs as an effective promotion and marketing strategy. This is perhaps one of the major reasons for the popularity online blogs have recently gained.
ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS6 “6. ONLINE BLOGGING, SEO OPTIMIZATION, CONTENT MARKETING” One of the most important digital marketing strategies that contemporary businesses are increasing using is content marketing (Urban, Gosline and Lee 2017). There are two kinds of content marketing blogs: sponsored blogs and the unsponsored blogs (Hsiao, Chang and Tang 2016). Sponsored blogs are ones which organizations publish to promote their goods or services (Ukpabi and Karjaluoto 2017). Sponsored blogs enumerate the positive aspects of goods or services on offer. More importantly, they help in the process of SEO optimization (Ho et al. 2015). This is because the more positive reviews a particular organization has in its directory the better will be its online presence or brand image. Unsponsored blogs are ones where the bloggers are not being paid for the blog they write. These kinds of blogs offer an unbiased or unprejudiced viewpoint regarding the products or services offered a particular organization (Liljander, Gummerus and Söderlund 2015). However, along with offering an unbiased insight regarding the products or services offered by an organization they indirectly help in the process of content marketing (Hernández-Méndez, Muñoz-Leiva and Sánchez-Fernández 2015). For example, the greater number of keywords or product or service name one has in its directory, the higher its name will appear in the Google search engine when consumers try to look up the name of the product or service or organization (Kim and Johnson 2016). This is important since many customers judge the brand image of the organizations on the basis of their position on the Google search list. Thus, the various kinds of online blogs directly influence the buying behavior of consumers by means of not only articulating the positive as well as negative aspects of the products or services, but help in the search engine optimization as well. “7. CUSTOMER BUYING BEHAVIOR” Customer buying behavior can be defined as the conglomeration of the customer’s preferences, attitudes, demands, needs and other attributes (Cheung, Xiao and Liu 2014). This is important since it is directly related to the market prospects of the products or services being offered by a particular organization to consumers. The business prospects of an organization depends on the effectiveness as well as efficiency with which it is able to take into consideration the attributes of the customer demographic on which they are focusing (Chen and Lin 2015). The result of this is that contemporary organizations regularly conduct various kinds of marketing surveys and analysis so as to understand the needs of consumers in the most effective manner (Lim, Cheah and Wong 2017). Various theories and models relating to customer behavior have in recent times gained prominence. The “Theory of Reasoned Action” articulated by Martin Fishbein and Icek Ajzen in 1959 is an important theory which is being used by various marketers for analyzing the behavior of consumers (Baker,
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ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS7 Donthu and Kumar 2016). According to this theory, consumers are rational beings who, for the purchase of different kinds of products or services, use their rational faculty to make the best possible choices (Ngai, Tao and Moon 2015). The result is that different sponsored blogs created by businesses aim to influence this rational behavior of consumers. Thus, the focus of the contemporary bloggers is on the creation of rational and logical blogs through which they can influence the buying decision of consumers. The “Motivation-Need Theory” of Abraham Maslow (1943) is another theory of customer behavior used for analysis of the consumer behavior (Erkan and Evans 2018). Maslow’s theory suggests that the primary motivation for consumers to opt for the products or services is the extent to which the products or services are able to fulfill the needs or the requirements of consumers (Lu, Chang and Chang 2014). Thus, contemporary organizational and individual blogs aspire to shed light not only on the positive as well as negative aspects of the products or services, but also on the likely benefits likely to be offered to consumers. Thus, regardless of the kind of blog, they take into consideration one kind of customer behavior theory or the other.
ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS8 “8. IMPACT OF BLOGGING ON CUSTOMER BEHAVIOR” The number of options or choices available to consumers has increased due to the large number of businesses offering the same kind product or services (Zhou et al. 2017). More importantly, this has not only increased the competition but has also made consumers more fickle than previously. The result is that consumers often opt for the products or services which are best in quality and available at the lowest possible prices (Chen et al. 2016). This is unlike earlier buying behavior of consumers where they used to purchase the products or services of an organization on the basis of the quality, customer loyalty or customer satisfaction. However, the contemporary businesses in order to mitigate the adverse effects of this change in the buying behavior of consumers are increasingly using digital marketing strategies (Cano, Doyle and Zhang2018). Effective use of digital marketing strategies or online blogs offers a plethora of benefits to the organizations as well as consumers (Hsu, Chuan-Chuan Lin and Chiang 2013). One of the most important modern trends is that consumers are influenced by online reviews written by various bloggers as well as existing customers (Hsiao, Chang and Tang 2016). Thus, the positive reviews given by bloggers and existing customers motivate other consumers to choose products or services offered by an organization. Businesses through using content marketing and SEO optimization try to keep only the positive reviews over their official website and delete the negative (Liljander, Gummerus and Söderlund 2015). This is done to influence consumers to opt for the products or services offered by the concerned business. Furthermore, businesses, through the effective usage of content marketing, try to highlight only the positive aspects of the products or services that they are offering to consumers or the likely benefits that on offer to consumers. Recent research suggests that this has a profound impact on the buying behavior of consumers (Patrutiu-Baltes 2016).
ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS9 The decision of consumers to repeatedly opt for the products or services offered by a particular business depends on the kind of satisfaction offered to consumers (Urban, Gosline and Lee 2017). This in turn is directly related to the loyalty of consumers towards the products or services and organization. However, in recent times, because of increasing competition, the loyalty of consumers towards the various organizations has decreased substantially (Patrutiu-Baltes 2016). Firms are resorting to the use of online blogs and bloggers to enhance their brand or organization’s image. This measure is being used because contemporary customers opt for products or services of a particular organization which has a positive brand image. Recent research has revealed that one of the best possible ways to attain and maintain a positive brand image is to have a positive image over online platforms (Kannan 2017). It is precisely here that the tool of online blogs becomes an indispensable one for organizations since they are being used for posting positive aspects of their organizations. Negative reviews or blogs also help the different businesses (Ho et al. 2015). They highlight the negative aspects or the drawbacks of the products or services offered by a particular organization, however at the same time help in the processes of content marketing and SEO optimization which are integral parts of digital marketing (Hsiao, Chang and Tang 2016). Thus, it can be said that online blogs not only helps an organization to influence the buying intention of consumers but at the same time determines its business prospects as well. “9. LITERATURE GAP” Customer buying behavior and digital marketing has formed the central lacuna of numerous research works. This is perhaps one of the major reasons for the extensive amount of literature which is available on these two topics and also for their effective utilization by contemporary organizations. However, the concept of online blogging and its use for the purpose of influencing the buying intentions of consumers is a nascent one. The result is that very little research or scholarly works have been based on this topic. It is precisely here that the prominence of this work lies since it tries to evaluate the manner in which online blogging can be utilized by the businesses for the purpose of influencing consumer buying behavior. Thus, this work will serve as a framework which future research can use as a base for conducting further work. In addition, different businesses can also utilize this work as a model for the analysis of customer buying behavior and the manner in which it can be influenced through the use of online blogging. “10. CONCLUSION” To conclude, the buying behavior of contemporary customers has undergone a significant change in the recent times because of the plethora of choices that are available to them. The result is that businesses are resorting to the use of different kinds of marketing strategies for the purpose of influencing consumer buying
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ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS10 behavior. One of the most important measures being used by firms for the purpose of positively affecting the buying behavior of consumers is online blogs. It is pertinent to note that these online blogs offer various kinds of benefits to the organizations like SEO optimization, content marketing, highlight the positive aspects of the products or services, the likely benefits that consumers are going to get through the use of these products or services. These in turn have enabled organizations to positively affect the buying behavior of consumers.
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12ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS Hsu, C.L., Chuan-Chuan Lin, J. and Chiang, H.S., 2013. The effects of blogger recommendations on customers’ online shopping intentions.Internet Research,23(1), pp.69-88. Hwang, Y. and Jeong, S.H., 2016. “This is a sponsored blog post, but all opinions are my own”: The effects of sponsorship disclosure on responses to sponsored blog posts.Computers in Human Behavior,62, pp.528-535. Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda.International Journal of Research in Marketing,34(1), pp.22-45. Kim, A.J. and Johnson, K.K., 2016. Power of consumers using social media: Examining the influences of brand-related user- generated content on Facebook.Computers in Human Behavior,58, pp.98-108. Kingsnorth, S., 2016.Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers. Laroche, M., Habibi, M.R. and Richard, M.O., 2013. To be or not to be in social media: How brand loyalty is affected by social media?.International Journal of Information Management,33(1), pp.76-82. Laroche, M., Habibi, M.R., Richard, M.O. and Sankaranarayanan, R., 2012. The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty.Computers in Human Behavior,28(5), pp.1755-1767. Liljander, V., Gummerus, J. and Söderlund, M., 2015. Young consumers’ responses to suspected covert and overt blog marketing.Internet Research,25(4), pp.610-632. Lim, X.J., Cheah, J.H. and Wong, M.W., 2017. The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude.Asian Journal of Business Research,7(2), p.19. Lu, L.C., Chang, W.P. and 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, pp.258-266. Ngai, E.W., Tao, S.S.and Moon, K.K., 2015. Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management,35(1),pp.33-44. Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing strategy.Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V,9(2), p.61. Ryan, D., 2016.Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
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13ONLINE BLOGGING AND CUSTOMER BUYING INTENTIONS Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.Current Opinion in Psychology,10,pp.17-21. Ukpabi, D.C. and Karjaluoto, H., 2017. Consumers’ acceptance of information and communications technology in tourism: A review.Telematics and Informatics,34(5),pp.618-644. Urban, G.L., Gosline, R. and Lee, J., 2017. The Power of Consumer Stories in Digital Marketing.MIT Sloan Management Review,58(4). Zhou, X., Song, Q., Li, Y.Y., Tan, H. and Zhou, H., 2017. Examining the influence of online retailers’ micro-blogs on consumers’ purchase intention.Internet Research,27(4), pp.819-838.