Blog effects on brand attitude and purchase intention

This research attempts to investigate the effects of blog marketing on brand attitude and purchase intention. The elements of blog marketing are identified as community identification, interpersonal trust, message exchange, and two-way communication. The relationships among variables are pictured on the fundamental research framework provided by this study. Data were collected via an online questionnaire and 727 useable samples were collected and analyzed utilizing AMOS 5.0. The empirical findings show that the blog marketing elements can impact on brand attitude positively except for the element of community identification. Further, the analysis result also verifies the moderating effects on the relationship between blog marketing elements and brand attitude.