The Power of Bloggers on Purchasing Decisions in Finland
Nousiainen, Nea (2014)
Lataukset:
Metropolia Ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014120318230
https://urn.fi/URN:NBN:fi:amk-2014120318230
Tiivistelmä
The purpose of this study was to discover if the blogging industry does have an effect on consumer behaviour and purchasing decisions. As the marketing has changed drastically from a one-way media to an open interactive field. A major part of the consumer interaction is happening online and one of the platforms are blogging platforms. In the online media the interaction does not happen only with the companies but also with complete strangers that share their opinions about the product.
The data for the research was collected first from academic sources. Based on the infor-mation discovered from the academic sources descriptive quantitative survey was conducted in order to gather information from the right audience. The research also covers exploratory research from secondary sources.
The result of the study was that people’s purchasing decisions are affected by several factors constantly. One of the biggest influencers is the social factors. Blogging is part of the social factor and based on the research it seems that bloggers do have an effect on people. They are referred to as opinion leaders and therefore they have the power to distribute ideas that people appreciate. Bloggers can create buying behaviour by advertising products on their blogs, however it seems that the buying behaviour they create is not brand loyal.
The principal conclusion was that the bloggers have an effect on people’s ideas and behaviour, and therefore they motivate buying behaviour. People appreciate the message that is coming from outside of the company and therefore it is found more trustworthy than the company’s message. The message needs to be independent from the company message in order for it to be appreciated.
The data for the research was collected first from academic sources. Based on the infor-mation discovered from the academic sources descriptive quantitative survey was conducted in order to gather information from the right audience. The research also covers exploratory research from secondary sources.
The result of the study was that people’s purchasing decisions are affected by several factors constantly. One of the biggest influencers is the social factors. Blogging is part of the social factor and based on the research it seems that bloggers do have an effect on people. They are referred to as opinion leaders and therefore they have the power to distribute ideas that people appreciate. Bloggers can create buying behaviour by advertising products on their blogs, however it seems that the buying behaviour they create is not brand loyal.
The principal conclusion was that the bloggers have an effect on people’s ideas and behaviour, and therefore they motivate buying behaviour. People appreciate the message that is coming from outside of the company and therefore it is found more trustworthy than the company’s message. The message needs to be independent from the company message in order for it to be appreciated.