Competitive and asymmetric nature of relationships between expert blog sentiment and general consumer brand perception

Xueming Luo, Jie Zhang, Bin Gu, Chee Wei Phang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Scopus citations

Abstract

Expert blogs have become an important source from which consumers obtain information about products and brands. Consumers heed information from such blogs because they are provided by fellow consumers who are regarded as experts and yet are not restrained to speak for a particular company. Thus, expert blogs are considered more credible, and it is likely that when expert bloggers choose to write favorably about a brand, consumer perception about the brand is enhanced. Furthermore, expert blogs may influence not only consumer perception of a focal brand, but also that of competing brand. By analyzing a novel, comprehensive dataset that combined expert blog sentiment of competing brands in the PC industry and consumer perception of the brands at a daily level, our study unveils three insights: 1) expert blog sentiment on a focal brand is positively related to consumer perception about the brand while negatively related to that of its competitors; 2) the focal brand's blog sentiment has a reinforcing relationship with its future blog sentiments, while a cannibalistic relationship with that of its competitors; and 3) the extents of the positive and reinforcing relationships depend on the firms' position (leading vs. non-leading). Implications for research and practice are discussed.

Original languageEnglish (US)
Title of host publicationProceedings - Pacific Asia Conference on Information Systems, PACIS 2014
PublisherPacific Asia Conference on Information Systems
StatePublished - 2014
Event18th Pacific Asia Conference on Information Systems, PACIS 2014 - Chengdu, China
Duration: Jun 24 2014Jun 28 2014

Other

Other18th Pacific Asia Conference on Information Systems, PACIS 2014
CountryChina
CityChengdu
Period6/24/146/28/14

Keywords

  • Expert blog sentiment
  • General consumer brand perception
  • Social media
  • Vector autoregression

ASJC Scopus subject areas

  • Information Systems

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  • Cite this

    Luo, X., Zhang, J., Gu, B., & Phang, C. W. (2014). Competitive and asymmetric nature of relationships between expert blog sentiment and general consumer brand perception. In Proceedings - Pacific Asia Conference on Information Systems, PACIS 2014 Pacific Asia Conference on Information Systems.