Bloggers Authenticity and Product Reviews: A Study of Consumer Perceptions and Purchase Intention
Abstract
The rapid growth in internet usage and various social networking sites like Facebook, Instagram, twitter etc. is gaining much popularity among people due to its easy use and user-friendly features. These social networking sites gave birth to the new phenomenon that is gaining public attention is of blogging and bloggers. To present ideas and one’s self in a unique, organized and attractive way is blogging and the persons who create blogs are bloggers (Skrba, 2020). Fashion bloggers on Instagram are popular among users due to their product reviews on various products. Their followers and viewers trust these reviews and influenced by the consumer behavior. The study was quantitative in nature and data was collected from 230 Instagram users through survey. This study seeks to explore whether product reviews of fashion bloggers effect the consumer behavior. The research study also aimed to see whether trust on bloggers and their popularity was an influential factor towards the consumer behavior. It was revealed that majority of the respondents claimed that they buy fashion products because of product reviews by the fashion bloggers. It was also found that the bloggers’ popularity and trust on the bloggers are also an important factor contributing in buying fashion products.
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