Evaluating blogger credibility - How blog readers perceive the credibility of fashion and lifestyle bloggers and blog content

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Mielonen, Ninja
dc.date.accessioned 2015-11-04T13:20:59Z
dc.date.available 2015-11-04T13:20:59Z
dc.date.issued 2015
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/18273
dc.description.abstract The objective of the study: Nowadays, with regards to the development of information technology and online communities, bloggers are seen to have a great impact on consumer decision making. While consumers generally perceive blogs as credible information sources and word of mouth is seen to be one of the most effective channels to influence consumer behaviour, the increasing commerciality of blogs has raised discussion about the credibility of blogs and bloggers. In addition, the electronic nature and lack of personal ties in online environment makes it difficult for consumers to evaluate the credibility of electronic word of mouth in blogs. Therefore, the objective of this study is to increase the understanding of eWOM credibility and effectiveness by studying the relationship between bloggers and readers and analysing how readers evaluate the credibility of bloggers and blog content. Methodology: The study is qualitative and interpretive in nature since the aim is to gain deeper understanding and identify meanings behind the blogger-reader relationships and blog credibility. The empirical data for the study was collected through 8 semi-structured consumer interviews focusing on young females who are active readers of fashion and lifestyle blogs. The interviews were recorded and transcribed and furthermore analysed based on the theoretical framework, which consisted of previous literature of blogs, eWOM and opinion leadership. Findings and Conclusions: The main findings of this research present that social aspects and perceived relationship are the main determinants of blogger credibility. Blog readers tend to evaluate the credibility of blogger and blog content through their previous reputation, which is ensured by building strong relationships that are based on the personality and privacy shared by the blogger. However, findings from this empirical research suggest that the relationship between blogger and reader is a complex entity since opposing to previous literature, blog readers do not actively communicate with the bloggers. In addition, the increasing commerciality in blogs has caused that blog readers nowadays consider more carefully the trustworthiness of blog postings by demanding integrity and transparency in order to evaluate the credibility of blogger and the content. en
dc.format.extent 70
dc.language.iso en en
dc.title Evaluating blogger credibility - How blog readers perceive the credibility of fashion and lifestyle bloggers and blog content en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.contributor.department Department of Marketing en
dc.subject.keyword blogs
dc.subject.keyword blogit
dc.subject.keyword communication
dc.subject.keyword viestintä
dc.subject.keyword consumers
dc.subject.keyword kuluttajat
dc.subject.keyword marketing
dc.subject.keyword markkinointi
dc.subject.keyword social media
dc.subject.keyword sosiaalinen media
dc.identifier.urn URN:NBN:fi:aalto-201511054844
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon viraalimarkkinointi
dc.subject.helecon viral marketing
dc.subject.helecon sosiaalinen media
dc.subject.helecon social media
dc.subject.helecon blogit
dc.subject.helecon blogs
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.subject.helecon luottamus
dc.subject.helecon trust
dc.ethesisid 13947
dc.date.dateaccepted 2015-05-06
dc.location P1 I


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