Expert Blogs and Consumer Perceptions of Competing Brands-猫眼课题宝

DOI：

10.25300/misq/2017/41.2.03

发表时间：

2017

期刊：

MIS Q.

影响因子：

通讯作者：

中科院分区：

其他

文献类型：

作者：

Xueming Luo;B. Gu;J. Zhang;C. Phang

基于社交媒体的专家博客对于消费者来说是一个重要且可靠的在线信息来源，但人们对专家博客在一般消费者品牌认知中的作用知之甚少，而这些认知可以为公司带来长期价值。基于一个新的数据集，对PC行业主要品牌的131，000多个专家博客进行了7，871个品牌日观察，该研究揭示了专家博客如何作为一个质量信号，引导普通消费者对竞争对手品牌的看法。我们的分析揭示了三个关键的见解：（1）专家博客的情绪和量的焦点品牌有一个积极的关系，消费者对焦点品牌的看法，但与其竞争品牌的负相关。(2)焦点品牌的博客与其后续的博客有一种强化的关系，与竞争对手的后续博客有一种互相蚕食的关系。(3)品牌地位（市场领先与非领先）在这些竞争性的动态关系中发挥着重要作用。例如，宏碁的专家博客人气意外上升1%，消费者对宏碁品牌质量的感知就会提升1.5%，从而赢得更多消费者的青睐。此外，宏碁专家博客人气意外上升1%，将导致其竞争对手品牌质量下降0.7%（东芝）至1.5%（索尼Vaio），从而破坏消费者对同一行业竞争品牌的信心。此外，这种影响在领先品牌和非领先品牌之间是不对称的，因为专家博客情绪意外增加1%，消费者对非领先品牌的竞争品牌质量感知下降1.6%，维斯领先品牌仅下降0.88%。对于研究人员和管理人员来说，这些结果揭示了专家博客的一些被忽视的好处。1

Social media-based expert blogs are a crucial and credible online information source for consumers, yet little is known about the role of expert blogs for general consumer brand perceptions that bestow long-term value for the firm. On the basis of a novel dataset with 7,871 brand-day observations of over 131,000 expert blogs on major brands in the PC industry, this study reveals how expert blogs may act as a quality signal leading general consumers’ perceptions of rival brands. Our analyses reveal three key insights: (1) Expert blog sentiments and volume on a focal brand have a positive relationship with consumer perceptions of the focal brand but a negative relationship with those of its competing brands. (2) The focal brand’s blogs have a reinforcing relationship with its subsequent blogs and a cannibalistic relationship with competitors’ subsequent blogs. (3) Brand position (leading versus non-leading in the market) plays a nontrivial role in these competitive, dynamic relationships. For example, a 1 percent unexpected increase in Acer’s expert blog sentiment would be associated with a 1.5 percent lift in its own brand quality as perceived by consumers, thus winning more consumer hearts and minds. Also, a 1 percent unexpected increase in Acer’s expert blog sentiment would be associated with a .7 percent (Toshiba) to 1.5 percent (Sony Vaio) drop in its rival brand quality, thus undermining consumer hearts and minds of competing brands in the same industry. Also, the effects are asymmetrical across leading versus non-leading brands as a 1 percent unexpected increase in expert blog sentiment is associated with a 1.6 percent drop in rival-brand quality perceptions among consumers for non-leading brands, vis-à-vis only a 0.88 percent drop for leading brands. For researchers and managers, these results unravel some neglected benefits of expert blogs. 1

Expert Blogs and Consumer Perceptions of Competing Brands

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