...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Online Information Review >The moderating effect of blogger social influence and the reader's experience on loyalty toward the blogger
【24h】

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

机译：博主社会影响力的调节作用和读者对博主忠诚度的经验

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Purpose 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/approach A quantitative empirical study was undertaken to estimate the research model. Structural equations were employed.Findings The 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 implications The 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/value Blogs 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.
机译：目的本文的目的是通过两个变量来分析博客作者的社会影响力的调节作用以及读者对该博客作者的忠诚度的程度，这两个变量是：博客作者互动实践（BIP）和博客作者信誉。设计/方法/方法进行了定量的经验研究，以评估研究模型。结果发现，博客作者的社会影响力缓和了BIP与推荐博客作者和博客作者信誉的意图之间的关系；在信誉和意图之间（推荐博客并遵循他们的建议）。同时，读者对博客作者的经验程度会缓和BIP与意图之间的关系。实际意义本工作提供了一些标准，这些标准可能对博客作者和公司在评估博客活动在实现目标上的有效程度方面具有价值。读者忠诚度。建议的变量是使用社会影响力的Klout指数和读者对博主的经验程度（从博主的数量，读者数量推论得出的）来在线客观衡量的。在社交媒体中，它们以其对读者决策过程的影响而受到认可。该研究通过提出两个忠诚度形成的调节变量，为知识基础做出了贡献：博客作者的社会影响力和读者对博客作者的体验程度。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号