Exploring the Influential Factors of Personal Media Bloggers on Followers’ Continuous Following Intention Based on Relationship Marketing Theory

Abstract

The use of personal media has become increasingly popular in recent years. However, gaining and retaining followers has become increasingly challenging, given the fierce competition among bloggers and the constant changes in personal media. In this context, this study aims to explore the factors that influence followers’ continued usage intentions toward personal media bloggers and strategies to improve their loyalty. Drawing upon the theory of relationship marketing, a structural model is constructed to examine the impacts and mechanisms of personal media bloggers’ attributes and communication on social presence, fanship, intention to use, and word of mouth. This research focuses on two dimensions of personal media bloggers’ attributes: expertise and attractiveness. A sample of 155 highly active personal media users in China was collected through a questionnaire for analysis and validation. The findings reveal that expertise and communication have positive impacts on followers’ intentions to continue following a blogger, while attractiveness has a significant, positive, and direct impact on word of mouth. Furthermore, this study shows that social presence and fanship play mediating roles in the effects of expertise and communication on followers’ usage intentions and word of mouth. The research results provide valuable insights for personal media operators and marketers seeking to improve followers’ loyalty and encourage potential users to become more loyal fans.

Consumers’ Reaction to Greenwashing in the Saudi Arabian Skincare Market: A Moderated Mediation Approach

“…Secondly, the mediation analysis results shed light on the indirect effects within the model. The path from greenwashing to intention to purchase via the mediating effect of green skepticism is insignificant [47,48], −0.058 (t = −0.852, p = 0.394), not supporting H2. Although the indirect effect exists, indicating a potential mediating influence of green skepticism, it did not reach statistical significance at the conventional significance level of 0.05.…”

“…Extending trust theories and information processing models, the concept of moderated mediation becomes relevant. Moderated mediation occurs when the strength of a mediating variable's effect on the dependent variable is contingent on the level of a moderator variable [47]. Applied to the current context, information quality moderates the mediating role of green skepticism in influencing consumers' intentions to purchase environment-friendly skincare products.…”

Research on Determinants Affecting Users’ Impulsive Purchase Intention in Live Streaming from the Perspective of Perceived Live Streamers’ Ability

“…According to Kelman, expertise depicts the degree to which the information receiver can perceive that the information or experience the information spreader provides is correct [ 69 ]. Live streamers’ expertise improves the quality of information and service, thus positively affecting user perceptions and attitudes [ 70 , 71 , 72 ]. During the e-commerce sales process, streamers’ skill in product explanation and concern for their audience assists users in perceiving rich professional information, saving time and energy, building customer trust in streamers [ 46 ], and ultimately making voluntary purchases.…”

“…According to Kelman, expertise depicts the degree to which the information receiver can perceive that the information or experience the information spreader provides is correct [69]. Live streamers' expertise improves the quality of information and service, thus positively affecting user perceptions and attitudes [70][71][72].…”