Blogging effects across supplier, retailer, and customer

ABSTRACT

The author proposes contagion effect of blogging across suppliers, retailers, and customers, and has also tested the concept of conviction in this context. The conceptual framework was developed after an exhaustive review of literature. Blogging scale was developed and validated at different channel levels – supplier, retailer, and customer. Blogging contagion effects were tested along with their impact on other performance measures. Empirical results indicate contagion effects of blogging across the distribution channel. Blogging positively contributes to the performance of brand, retailer and customer-retailer loyalty. The impact of supplier blogging on retailer blogging, and the influence on blogging by the customer is moderated by electronic word of mouth, brand reputation and conviction. With increasing blog usage, this study offers a framework to promote blogging by supply channel partners as it positively affects performance related outcomes.

KEYWORDS:

• Blog
• contagion effect
• conviction
• retailer
• supplier and customer

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Shantanu Prasad

Shantanu Prasad is Assistant professor in Marketing at SCMHRD, Symbiosis International (Deemed University) at Pune, India. His areas of research interest are Social Media Marketing and Neuromarketing. He teaches to post-graduate students courses like; Marketing Management, Marketing Analytics, Marketing Research and Business Research Method. He is also program head / in-charge of the program MBA (Executive) at SCMHRD.