My personal experience matters : the effect of source characteristics and argument diversity in beauty product blog reviews on consumer responses

Daniluk, J.E. (2016) My personal experience matters : the effect of source characteristics and argument diversity in beauty product blog reviews on consumer responses.

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Abstract:Blogs posts are important User-Generated-Content (UGC) that can inform consumers about products. Because of the personal perspective, the persuasive impact of online reviews on blogs has a strong influence on consumers’ responses. Brand marketers are using blogs in marketing strategies in order to capitalize this blogger-consumer dynamic. The primary objective of this study was to gain better understanding of the blog characteristics that makes consumer responses towards blog product reviews more positive. An online experiment was conducted to test the hypotheses. A 2 (source characteristics: blogger vs. company) x 2 (argument diversity: one-sided vs. two-sided) between subject design was employed among 171 female participants for a beauty blog product review. Hereafter, the consumer responses trust, authenticity, skepticism, competence and purchase intention were measured. Results indicated that the blogger source characteristics had a more positive effect on consumer responses authenticity, skepticism, trust and purchase intention. An opposite effect for the two-sided arguments (positive and negative) was found for purchase intention. Higher levels of involvement with beauty products and self-congruity with the blogger are related to higher consumer responses. Findings form a theoretical and practical basis for recommendations about blog product review usage as a marketing tool for both brand marketers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/70862
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