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Effect of information direction and order of product review posts on consumer responses: The case of cosmetics power bloggers

  • Ji, Hye-Ri (Dept. of Textiles & Fashion, Graduate School, Keimyung University) ;
  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • Received : 2018.01.25
  • Accepted : 2018.05.12
  • Published : 2018.06.30

Abstract

This study explores the effect of information direction and order of cosmetics power bloggers on consumer responses. A total of 488 undergraduate students participated in experiments with mock-up stimuli of sunscreen product reviews by power bloggers. The study was conducted with four stimuli of product review posts (i.e., positive reviews only, positive-negative reviews in order, negative-positive reviews in order, negative reviews only) of the power bloggers. The results showed a significant difference in consumer responses according to information direction and order of product reviews of the power bloggers. Specifically, negative reviews were considered more objective and more useful than positive reviews were. However, positivity of reviews is crucial in generating more positive attitudes toward products, greater purchase intention, and greater word-of-mouth intention. In regard to information order, the negative-positive reviews generated more positive attitudes toward the product and greater purchase intention than did the positive-negative reviews, emphasizing the importance of ending product reviews with positive information so as to create positive responses. Referring to the findings, power bloggers and marketers using bloggers as a promotional tool would benefit by carefully designing information content in consideration of an appropriate direction and order of information to better fit their purpose.

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