To What Extent Do Beauty Bloggers Influence the Purchase Behavior of Their Audience? Exploring the Links Between Consumer Personality and Blog Preferences

摘要

This quantitative research sets the scene in Vietnam, an emerging beauty market with high potential for online marketing. It studies the extent to which beauty bloggers have an influence on the purchase behavior of their audience. The dataset consists of 200 respondents, among whichhalf has never and half has purchased beauty products from blog recommendations. The independent variables are Personality (Neuroticism/Extraversion) and Frequency of blog visits. It was revealed that there is a negative relationship between neuroticism and the likelihood of making purchasefrom blog recommendation; however, this relationship becomes positive if the blog is written scientifically. There is also a positive relationship between extraversion and the likelihood if purchase under the moderating effect of emotional writing style. A positive relationship is found betweenfrequency of visits and the likelihood of making purchase, to a certain degree. These findings have a number of practical implications for bloggers and companies who collaborate with them, such that their blog posts can be more influential.