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The moderating effect of blogger social influence and the reader’s experience on loyalty toward the blogger

The moderating effect of blogger social influence and the reader’s experience on loyalty toward... The purpose of this paper is to analyze the moderating effects of the social influence of the blogger and the extent to which the reader has experience of that blogger, on loyalty toward the blogger, via two variables: blogger interactive practices (BIPs) and blogger credibility.Design/methodology/approachA quantitative empirical study was undertaken to estimate the research model. Structural equations were employed.FindingsThe results show that blogger social influence moderates the relationships between BIPs and intention to recommend the blogger and blogger credibility; and between credibility and intention (to recommend the blogger and to follow their suggestions). Meanwhile, the extent of the reader’s experience of the blogger moderates the relationships between BIPs and intention.Practical implicationsThe present work offers criteria that may be of value to bloggers and firms in assessing the extent to which the blogger’s activities are effective in terms of achieving reader loyalty. The proposed variables are measured objectively online, using the Klout Index of social influence and the extent of the reader’s experience of the blogger (inferred from the number of bloggers followed by the reader).Originality/valueBlogs are considered a mechanism to manage information overload in social media, and they are recognized for their influence on the reader’s decision-making process. The study contributes to the knowledge-base by proposing two moderating variables of loyalty-formation: blogger social influence and the extent of the reader’s experience of the blogger. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Online Information Review Emerald Publishing

The moderating effect of blogger social influence and the reader’s experience on loyalty toward the blogger

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1468-4527
DOI
10.1108/oir-02-2016-0049
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to analyze the moderating effects of the social influence of the blogger and the extent to which the reader has experience of that blogger, on loyalty toward the blogger, via two variables: blogger interactive practices (BIPs) and blogger credibility.Design/methodology/approachA quantitative empirical study was undertaken to estimate the research model. Structural equations were employed.FindingsThe results show that blogger social influence moderates the relationships between BIPs and intention to recommend the blogger and blogger credibility; and between credibility and intention (to recommend the blogger and to follow their suggestions). Meanwhile, the extent of the reader’s experience of the blogger moderates the relationships between BIPs and intention.Practical implicationsThe present work offers criteria that may be of value to bloggers and firms in assessing the extent to which the blogger’s activities are effective in terms of achieving reader loyalty. The proposed variables are measured objectively online, using the Klout Index of social influence and the extent of the reader’s experience of the blogger (inferred from the number of bloggers followed by the reader).Originality/valueBlogs are considered a mechanism to manage information overload in social media, and they are recognized for their influence on the reader’s decision-making process. The study contributes to the knowledge-base by proposing two moderating variables of loyalty-formation: blogger social influence and the extent of the reader’s experience of the blogger.

Journal

Online Information ReviewEmerald Publishing

Published: May 17, 2019

Keywords: Loyalty; Social influence; Experience; Moderating effect; Blogger; Klout

References