Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Kim, Jiyoung | - |
dc.contributor.author | Melton, Rebecca | - |
dc.contributor.author | Min, Jihye Ellie | - |
dc.contributor.author | Kim, Bu Yong | - |
dc.date.available | 2021-02-22T05:23:06Z | - |
dc.date.issued | 2020-10 | - |
dc.identifier.issn | 1361-2026 | - |
dc.identifier.issn | 1758-7433 | - |
dc.identifier.uri | https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/1247 | - |
dc.description.abstract | Purpose The purpose of this research is to conduct an exploratory study to discover if presenting consumers with a certain content type (i.e. product-focused content with informational appeal, institution-focused content with emotional appeal, experience-focused content with emotional appeal,) and blog type (i.e. a corporate, sponsored or a personal blog) persuade consumers to form perceptions of credibility and similarity toward the fashion brand, which leads them to further engage with the brand through Electronic Word of Mouth (eWOM). Design/methodology/approach This study employs a 3(content type: product-focused, institution-focused, experience-focused) x 3(blog type: corporate, sponsored and personal) between-subjects design. Mock fashion blogs and content were developed in order to provide a realistic blogging experience for the participants. With 511 usable data collected, ANOVA was employed to test the relationships. Findings Findings reveal that content type, specifically product-focused content and experiential content, is an important consideration for illustrating similarities between the brand and consumers compared to institutional content. Product-focused content is found to be effective in encouraging consumer eWOM for the brand as well. Further, the interaction effect of blog type and content type was significant in establishing brand credibility. However, blog type did not influence any of the dependent variable. Originality/value This study brings meaningful suggestions to fashion brands on effective blog campaign, which eventually provide insights on how brands can influence female consumers to shape positive evaluation toward the brand. | - |
dc.format.extent | 20 | - |
dc.language | 영어 | - |
dc.language.iso | ENG | - |
dc.publisher | EMERALD GROUP PUBLISHING LTD | - |
dc.title | Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention | - |
dc.type | Article | - |
dc.publisher.location | 영국 | - |
dc.identifier.doi | 10.1108/JFMM-03-2019-0041 | - |
dc.identifier.scopusid | 2-s2.0-85083824414 | - |
dc.identifier.wosid | 000528546200001 | - |
dc.identifier.bibliographicCitation | JOURNAL OF FASHION MARKETING AND MANAGEMENT, v.24, no.4, pp 611 - 630 | - |
dc.citation.title | JOURNAL OF FASHION MARKETING AND MANAGEMENT | - |
dc.citation.volume | 24 | - |
dc.citation.number | 4 | - |
dc.citation.startPage | 611 | - |
dc.citation.endPage | 630 | - |
dc.type.docType | Article; Early Access | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Business & Economics | - |
dc.relation.journalWebOfScienceCategory | Business | - |
dc.relation.journalWebOfScienceCategory | Management | - |
dc.subject.keywordPlus | WORD-OF-MOUTH | - |
dc.subject.keywordPlus | SOCIAL MEDIA | - |
dc.subject.keywordPlus | TECHNOLOGY ACCEPTANCE | - |
dc.subject.keywordPlus | IMPRESSION MANAGEMENT | - |
dc.subject.keywordPlus | CONSUMER INVOLVEMENT | - |
dc.subject.keywordPlus | INTERNET | - |
dc.subject.keywordPlus | - | |
dc.subject.keywordPlus | RESPONSES | - |
dc.subject.keywordPlus | ELABORATION | - |
dc.subject.keywordPlus | COMMUNITIES | - |
dc.subject.keywordAuthor | Fashion | - |
dc.subject.keywordAuthor | eWOM | - |
dc.subject.keywordAuthor | Brand credibility | - |
dc.subject.keywordAuthor | Brand similarity | - |
dc.subject.keywordAuthor | Blog marketing | - |
dc.identifier.url | https://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2019-0041/full/html | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
Sookmyung Women's University. Cheongpa-ro 47-gil 100 (Cheongpa-dong 2ga), Yongsan-gu, Seoul, 04310, Korea02-710-9127
Copyright©Sookmyung Women's University. All Rights Reserved.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.