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Submitted To: Submitted By:

Mr. Vibhav Prasad Mathur Nitin Dwivedi

MBA (ISM)
(R750209013)


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Blog Marketing : A Consumer Perspective.

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aver since the internet was introduced for the general public during the
1990s, people have used it as a source of information. There are many
different sources of information online, for example company web pages,
communities, blogs etc. The concept of blogs and blogging is a relatively
new phenomenon in today¶s society and it has not really been explored
before.
The phenomenon of blogs is growing rapidly and is expected to increase
even in a more rapid pace, blogs provides a new way of communicating
with customers. Blogs as a communication tool, it is of huge importance for
companies to understand how consumers use blogs in their decision
making. Hence the purpose is;

³To explore how and why consumers use blogs in their decision making
process³

It has also known to the marketers that the consumers possibility discuss
among each other. Blog marketing allows not just for marketers to establish
closer relationships towards a small segment, but in fact, it can also allow
for relationship marketing towards large segments.

  
 

There are several interesting angles to take on the problem discussed


above. Today limited research has been made within the concept of blog
marketing. Furthermore,all research that has been conducted has had the
focus on how companies can use blogs inorder to interact with consumers.
Something that has not been considered, and has beentaken for granted,
is the issue of how consumers use blogs in their decision making.
Moreover,how consumers consider the information that is being
transmitted on the blog hasnot yet been explored. The truth could be that
consumers use blogs in a way that companieshave not thought about.
By mapping out this information, companies can learn how to use their
marketing in a new and innovative way to appeal consumers. One reason
is that today there is very little research conducted on blogs from a
consumer perspective. Firms who conduct blog marketing can only rely on
very limited blog marketing, which is only researched from a company
perspective. To be successful in blog marketing, we argue that the
marketing needs to be shaped in accordance to consumers¶ blog usage.
This is however difficult to do as no research have ever really been
conducted on consumers blogging habits. If companies learn how blogs are
used, they can benefit in several ways. For example, they can engage in
the viral marketing on the blogs to create knowledge of their products. They
can listen on why consumers prefer competitor¶s products.


Blog Marketing is a new phenomenon, existing theory on consumer


decision making and market communication might not be completely
integrated with blogging. Thus our purpose is to see how blogs affect
consumers in their decision making process.
The focus on the consumer decision making process in the context of blog
is of importance for several reasons. It is today unclear how and in what
stages consumers use blogs in their decision making process. An overview
of the literature shows that not much research has been done within this
subject. Traditional marketing tools such as advertising, sales promotion
etc have different impact in the different stages of the consumer decision
making process. But it is unclear what impact blogging has in those stages.
Blogs provides a new way of communicating with customers, as customers
want to be talked with, not to (Wright, 2006). In order to use this
communication tool, it is of big importance for companies to understand
how consumers use blogs in their decision making.

  

The main objectives of the study are :

:- To understand the concept of the Blogs and their use in the marketing.

:- To explore how and why consumers use blogs in their decision making
process.
    

In this part of the thesis we discuss the relevant theories used as a


framework for the thesis in order to be able to reach the purpose. The
theories discussed deal with research within the consumer decision making
process and the theories available on blogs. Also we discuss certain issues
regarding communication as well as the concept of word of mouth. Lastly,
previous research that is of interest to our purpose is discussed.

 
In this section we discuss a plan for the method of conducting our research.
This involves discussion on research approach, collection methods, and
method for analysing the data. This is followed by a discussion on the
threats of credibility, transferability, dependability and conformability.


DIFFaRaNT QUaSTIONS NaaD TO Ba ANSWaRaD:

 What blogs are used within the consumer decision making process?
 Are there certain groups in the blogosphere that influence the consumers in
their decision making process?
What characterise the individuals that the consumers are influenced by in
their decision making?


 
 

Bodey, K., Grace, D. (2006)  !"#$!%&%'()*!#"+*,


&'-%'()*!#"+' ./*"!"'0%'"1#%.*#*% #!" !%". Journal
of Service Marketing.


Pomerantz, J., & Stutzman, F. (2006) Collaborative reference work in the


/)''"(.#, Reference Services Review.