A perceptual approach to understanding user-generated media behavior

Purpose – As the pervasiveness of blogging becomes comingled in personal and corporate lives, companies are harvesting useful information from user-generated media. It appears that user-generated media (e.g. blogs, among others) has become an increasingly important way for companies to connect with customers. Though blogging activity is a fast emerging phenomenon, however, to date only a handful of research has been done by scholars about blogging activity. The little research done on blogging has focused on the company perspective; how companies can use blogs to interact with their customers, but did not examine the individual blogger ' s viewpoint. Hence, the main objective of this study is to help fill that void in the literature and ascertain the following: to lay the groundwork for understanding the factors that enhance bloggers ' attitudes toward participating in blogging activity and how bloggers ' attitudes influence their propensity to blog. Design/methodology/approach – A structural model was developed depicting the relationships among key constructs of research interest. This model reflects theories drawn from social psychology and the literature on marketing and information systems. Structural equation modeling (SEM) methodology was used to empirically validate the model and its hypotheses. Findings – Results of the SEM analysis indicated that bloggers ' knowledge, bloggers ' responsiveness to their readers, bloggers ' market mavenism, and bloggers ' social network optimization had a strong influence on attitude which in turn influenced propensity to blog. Research limitations/implications – This research has certain limitations. First, resource constraints limited the collection of data to only US consumers, so the analysis of this study may only be generalized over population groups within the USA. A future replicating study of this kind would help to verify if the final model of this study holds true in different countries and cultures. A second limitation is that in this study the unit of analysis is at the individual level. Future studies could examine these effects at multiple levels of analysis such as network and business group level, firm level, and country and region level to understand the behavior of bloggers in those settings. Originality/value – In this paper the two germane theories (e.g. theories of network effect and diffusion of innovation) are presented. Related theoretical rationales form the bases for hypotheses underlying the model framework. The second section discusses the empirical tests and validation of the model and presents the results of the SEM methodology. The final section discusses implications of the findings, summarizes limitations, and offers suggestions for future research.