Journal of Marketing Communications

ISSN: 1352-7266 (Print) 1466-4445 (Online) Journal homepage: https://www.tandfonline.com/loi/rjmc20

Blogging effects across supplier, retailer, and

customer

Shantanu Prasad

To cite this article: Shantanu Prasad (2019): Blogging effects across supplier, retailer, and
customer, Journal of Marketing Communications

To link to this article: https://doi.org/10.1080/13527266.2019.1609569

Published online: 30 Apr 2019.

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JOURNAL OF MARKETING COMMUNICATIONS
https://doi.org/10.1080/13527266.2019.1609569

Blogging effects across supplier, retailer, and customer

Shantanu Prasad
Symbiosis Centre for Management and Human Resource Development (SCMHRD), Symbiosis International
(Deemed University), Pune, India

ABSTRACT ARTICLE HISTORY

The author proposes contagion effect of blogging across sup- Received 28 September 2018
pliers, retailers, and customers, and has also tested the concept Accepted 13 April 2019
of conviction in this context. The conceptual framework was KEYWORDS
developed after an exhaustive review of literature. Blogging Blog; contagion effect;
scale was developed and validated at different channel levels – conviction; retailer; supplier
supplier, retailer, and customer. Blogging contagion effects were and customer
tested along with their impact on other performance measures.
Empirical results indicate contagion effects of blogging across
the distribution channel. Blogging positively contributes to the
performance of brand, retailer and customer-retailer loyalty. The
impact of supplier blogging on retailer blogging, and the influ-
ence on blogging by the customer is moderated by electronic
word of mouth, brand reputation and conviction. With increas-
ing blog usage, this study offers a framework to promote blog-
ging by supply channel partners as it positively affects
performance related outcomes.

Introduction
In 1997, ‘Weblog’ – an amalgamation of two words – ‘web’ and ‘log’ (Kaiser et al. 2007) –
was created; it is now commonly known as ‘blog’. Since then, the popularity of blogging
has been increasing. Blog is a website created by individuals for up-to-date content
display (Baxter and Connolly 2013). Users can create content on blogs given by blog
platform providers; this saves them effort and time required to install and maintain
a platform. Earlier, series of links and text constituted major content for blogs, but the
nature of blogging changed over time. Today, blogs support multimedia content like
sound, video, graphics and animation which makes them more interesting and engaging
for readers.
The concept of blogging is generally associated with generation and dissemination of
information. It supports the communication process among blog users. The ‘conversa-
tional nature’ of blogs (Lee, Park, and Hwang 2008, p. 135) facilitates sharing of opinions
and ideas about matters of their interest. It encourages the concept of ‘thinking by
writing’ (Nardi et al. 2004, p. 45) facilitating blog users to reflect and organize their
thoughts and experiences which can be either personal or work-related matters, which
they want to share and express. Academic literature indicates that blogs can support

CONTACT Shantanu Prasad prasadshantanu@gmail.com Symbiosis Centre for Management and Human
Resource Development (SCMHRD), Symbiosis International (Deemed University), Pune, India
© 2019 Informa UK Limited, trading as Taylor & Francis Group
2 S. PRASAD

communities (Kaiser et al. 2010); like-minded people can create a group blog to discuss
specific topics and also allowing the blog members to comment and post on the topics
of common interest.
With the advent of free, accessible and user friendly software programs (Nelson 2006),
blogging has converted web consumers (end-users) into content creators for the web
(Karger and Quan 2004). Blogs are updated frequently and users provide value in comment
sections; through blogs, they can also share their life experiences with pictures and videos
(Woodside, Sood, and Miller 2008). Users of blogs exhibit different kinds of information-
seeking behavior. They create, share, own and influence information (Mooney and Rollins
2008). This unique aspect and ability to explicitly express perspectives distinguish blog
from conventional marketing media. Blogs (weblogs) have caught the attention of firms as
an alternative to present formal communication channels. Today, blogs play a vital role in
marketing communication (Kulmala, Mesiranta, and Tuominen 2013).
In this study, the conceptual foundation of blog usage (blogging) is built by adapting
and validating blogging scales across different levels of supply chain. Second, the
effectiveness of blogging in improving business performance through its contagion
effects across the distribution channel is investigated. Third, relational factors that may
increase the reach of blogs across the levels of channel are examined. The concept of
conviction is introduced and tested in this context for the first time. Finally, managerial
implications are presented.
Specifically, this study explores the effect of blogging by supplier sales representa-
tives on blogging by retail store, and the impact of retail store blog usage on customer
blogging, using contagion theory that explains the imitative effects of blogging across
the channel. Contagion theory explains how firms and individuals behave differently due
to interaction with other firms or individuals (Latane 2000).
It is hypothesized that the contagion effects of blogging across channel partners are
moderated by e-WOM (electronic word of mouth), channel partner brand reputation,
and conviction (i.e., gradual and consistent development of trust online). In-depth
interviews with retailers and customers indicated that moderating role of conviction,
instead of mere trust, was vital to blog usage. This concept of conviction is taken from
another field (organizational theory) and tested in this context. In addition, performance
implications of blogging from the perspectives of both the retailer and the supplier are
examined. Blogging is in direct relation with performance of brand and retailer, and
improves customer-retailer loyalty. It is suggested that blogging is beneficial to both
supplier’s and retailer’s business.
The paper is organized in the following manner: First, conceptual development and
hypotheses are presented, and then the two studies are reported. In study1 under
method, blogging measures are developed. In study2, matched multilevel data are
collected from sales persons and retail channel partners of a brand, and from customers
patronizing those retailers. This enables examination of contagion effects of blogging
across the channel, and provides useful insights for managers and researchers.

Conceptual development
The conceptual framework for this study is developed from social contagion theory. The
study further introduces and tests the conviction concept. Social contagion theory and
 JOURNAL OF MARKETING COMMUNICATIONS 3

distribution channel research are used to develop the hypotheses and build the con-
ceptual framework as presented in Figure1. Figure1 also shows the contagion effects
across distribution channel members and the variables that moderate this influence.
Contagion theory comes from the medical contagion (concept); the connotation
being that behavior, like a disease, is transmittable if one is exposed to it consistently
for a period of time. In 1896, Gustave LeBon introduced the theory that explained
‘hypnotic influence’ – a crowd or a large group can elicit an emotionally charged
behavior (Rapp et al. 2013). A change occurs in the behavior of people after interacting
with other people. This change is often due to social learning and increased awareness.

Conceptual Model

Supplier
Blogging Supplier Brand
H5
Reputation

H7 Retailer
Conviction

H3
e-WOM
(Retailer)

H1

H10 Supplier
Retailer Brand
Blogging Performance

H11
Retailer
Brand H6
Reputation Retailer
H2
Sales

Customer
H8
Conviction

e-WOM H4
(Customer)
Customer
H9
Customer -retailer
Blogging Loyalty

Figure 1. Conceptual model.

4 S. PRASAD

People willingly abide by the perceived norms of connecting with others (Latane 2000).
his change indicates the occurrence of social contagion.
Studies indicate that communication networks strengthen contagion by exposing
one to the network and the information, and beliefs, attitudes and behavior of others.
The more people get exposed to such networks, the higher is the probability that they
would adopt similar characteristics. Strength, frequency, and asymmetry of communica-
tion may increase or reduce the effects of the contagion phenomenon (Erickson 1988).
Market researchers use contagion theory to comprehend new product adoption, its
impact on the target population and effect of interpersonal interactions (Du and
Kamakura 2011). For example, word of mouth (WOM) communication is a channel for
contagion effect. Opinion leaders accelerate product adoption through communication
and social networks and enhance the contagion effect (Iyengar, Van den Bulte, and
Valente 2011). Contagion effect spreads by word of mouth or electronic word of mouth
and plays a vital role in communication (Aral and Walker 2011). Contagion effects on
customer adoption can work even via nonverbal conduits; for example, in a retail
setting, when a customer sees a product that has been physically touched by an
attractive person, the customer thinks highly of that product (Argo, Dahl, and Morales
2008).
Supply chain contagion refers to the ‘propagation of inter firm behaviors from one
dyadic relationship to an adjacent dyadic relationship within the supply chain’
(McFarland, Bloodgood, and Payan 2008, p. 63). McFarland, Bloodgood, and Payan
(2008) expressed that contagion effect across supply chain occurred due to three
different types of imitation pressures: reflexive imitation; normative imitation; and
compliant imitation (as mentioned in Rapp et al. 2013). Reflexive imitation is
a customary response (that is, mimicry of successful behaviors) of a firm to deal with
uncertainty. Normative imitation is the high level interaction among members of an
institutional environment that are at the same level of competition. Normative imitation
promotes acceptance of standards and development of collective beliefs among channel
members. This leads to the adoption of similar behaviors across the supply chain.
Compliant imitation is the response of a firm to inter-organizational dependence
(Rapp et al. 2013).
Reflexive and normative imitation leads to increased blog usage by members of the
group which encourages the adoption of blogging across distribution channels and
customers. Reflexive imitation happens when the organization imitates the success of
the partner organization. Supplier brand promotion is important for retailers. Suppliers
are keen on the promotion of the brand across the channel, so they keep developing
strategies to reach out to a greater portion of the market. These strategies involve
blogging initiatives with the objective of improving brand performance and visibility;
this benefits both suppliers and retailers (Hughes and Ahearne 2010). Retailers tend to
follow such strategies to improve their sales. Therefore, reflexive imitation pushes the
contagion effect primarily in the supplier–retailer relationship (Rapp et al. 2013).
As mentioned earlier, socialization and collective beliefs drive normative imitation.
Consumers participate in different group discussions and follow the blogs that they feel
give a sense of belongingness, self-esteem and fulfillment. This socialization and sharing
of beliefs leads to normative imitation. Consumers tend to exhibit collective behaviors
and praise the products they like (McAlexander, Schouten, and Koenig 2002). They make
 JOURNAL OF MARKETING COMMUNICATIONS 5

relations with the retailers they visit and identify themselves with the brands they use.
Such desire of consumers perpetuates normative imitation and also imparts contagion
effects of blogging from retailer to consumer (Rapp et al. 2013). Blogging encourages
a two-way communication. Though it is initiated by an upstream member of the
channel, blogging is useful in both downstream and upstream communications as it
encourages a free flow of ideas and opinions.

H1: As blogging by the supplier sales representative increases, the blogging by retailer
increases.

H2: As blogging by the retailer increases, customer blogging increases.

Polansky, Lippitt, and Redl (1950) identified communication availability and relative
prestige as mechanisms that caused contagion effects in individuals. Therefore, three
contributors to blogging influence – electronic word of mouth (e-WOM), brand reputa-
tion, and conviction – are investigated. These parameters facilitate blogging across
channel members. e-WOM is online content read by many, therefore, it facilitates
communication and understanding among channel partners. Brand reputation refers
to the reputable, stable and trustworthy perception of low channel members on top
channel members. The reputation of retailer and supplier brands increases or decreases
their influence and relational value among channel partners. Conviction in this context is
a gradual and consistent development of online trust. Conviction enables the firm to
have a better impact on channel members. This study suggests that the three dimen-
sions – e-WOM, brand reputation, and conviction – moderate the contagion effect of
blogging across channels in a manner that the relationship becomes stronger when
each of these is higher.
e-WOM is described as ‘any positive or negative statements made by potential, actual,
or former customers about a product or company which is made available to
a multitude of the people and institutes via the internet’ (Hennig-Thura et al. 2004).
Product reviews posted on blogs are also a part of e-WOM (Jepsen 2007). Recognizing
the importance of blog-user reviews about products as a source of significant informa-
tion (in pre-purchase phase), Hennig-Thura et al. (2004) did a detailed study pertaining
to the change in perception of blog-users after reading e-reviews on the web. They
found how important e-WOM’s role in fulfilling desire for social interaction and eco-
nomic incentives, it has potential to raise self-worth and show concern for others.
Studies indicate that entertainment acts as a predictor of interactivity between the
website and the blog-user (Wu and Chang 2005). Blog-users tend to seek fun and
sensory stimulation when they spend resources like time and money. Blogging is
considered in terms of experience rather than an aim or objective of some activity
(Childers et al. 2001).
Blogs give information related to a product’s performance in the market, and are
becoming one of the major supplements to consumption and social behavior changes
(Brown, Broderick, and Lee 2007). Blog-users take one another’s advice on the product
category of their interest and make purchasing decisions accordingly; they participate in
complimenting or complaining, and make interactions or associations with other indi-
viduals with similar thoughts or behavior (Cothrel 2000; Kozinets 1999).
6 S. PRASAD

Cotte et al. (2006) argued that users sought utilitarian benefits, to save time and effort
while interacting over the web, and to achieve a specific task. Morganosky and Cude
(2000) indicated that convenience was a relevant motivation in the presence of situa-
tional constraints. Researchers (Johnson et al. 2008) found that individuals frequently
blogged, primarily because of its efficiency. The depth and overwhelming volume of
information on the web enables users to get relevant information on topics they are
researching (Singer 2006). e-WOM content plays an important role in blog communica-
tion (Kulmala, Mesiranta, and Tuominen 2013). e-WOM’s versatility is very significant
(Tan and Chang 2015); it has strong impact on people in the online environment (Furner,
Zinko, and Zhu 2016; Liu et al. 2017). Therefore, it is hypothesized:

H3: e-WOM among retailers moderates the relationship between supplier and retailer
blogging such that when e-WOM among retailers is more positive, this relationship is
significantly stronger.

H4: e-WOM among customers moderates the relationship between retailer and custo-
mer blogging such that when the e-WOM among customers is more positive, this
relationship is significantly stronger.

Brand reputation means the perception of customers about upper channel members
in terms of association with the brand, and is held in memory with respect to brand
associations (Keller 1993). Brand attitudes are dependent on overall evaluations by
people, pertaining to a certain type of brand association, that is it can be influenced
by attributes of products or non-product things related to that brand (Rossiter and Percy
1987). Consistent with the characteristics of the buyer–seller relationship being exam-
ined here and the potential of blogging influence, brand reputation is measured using
relational (that is non-product-related) dimensions, such as degree of reputation, trust-
worthiness and honesty in claims by the brand. Fournier (1995) indicated that brands
could establish relationships with customers that were meaningful in the context of
a psycho-socio culture. Blog plays a vital role in this context (Ho et al. 2015). Blogging
across the channel is the result of want for brand reputation by retailers and customers.
Retailers and customers want products with favorable brand reputation. Such
coveted resources increase the likelihood of retailer performance and give customers
a means to orient their self-concept (Rapp et al. 2013). Brand provides a mechanism for
customers to shape their self-image (Sprott, Spangenberg, and Czellar 2009); it commu-
nicates about them (e.g., Levy 1959). In order to emerge as a successful local retailer, the
retailer must carry desirable brands. A retailer’s brand is in sync with the supplier’s
brands which it offers, that is, the retailer ‘borrows equity’ to a greater extent from
supplier brands to create its own identity (Rapp et al. 2013). Wilson, Giebelhausen, and
Brady (2017) indicated the importance of consumers’ self-brand connection for their
purchase intention. Therefore, brand reputation is vital not only for customers in
orienting their self-concept, but also for retailers who tend to establish their identity
as the first choice for related products.
Brand value positively affects communication (Kulmala, Mesiranta, and Tuominen
2013). Products with a favorable image are preferred by everyone; this necessitates
a stronger relationship among all channel members (Rapp et al. 2013). Therefore,
 JOURNAL OF MARKETING COMMUNICATIONS 7

blogging across channel members will be stronger when suppliers and retailers com-
mand favorable reputations because of the reflexive and normative effects among them.

H5: Brand reputation of supplier (as perceived by retailer) moderates the relationship
between supplier and retailer blogging such that when brand reputation of supplier is
more positive, this relationship is significantly stronger.

H6: Brand reputation of retailer (as perceived by customer) moderates the relationship
between retailer and customer blogging such that when brand reputation of retailer is
more positive, this relationship is significantly stronger.

Conviction
The zeal to follow one’s learning is triggered by conviction. The concept of conviction is
taken from another field – organizational theory. If conviction is in excess, then it may
lead to inadaptability, advocacy or complacency. However, in its absence, work loses
newness; people either keep repeating things that have worked positively in the past, or
keep doing work in the same way which is acceptable today. In an organization, learning
starts with self-doubt over existing methods of operation (Srikantia and Pasmore 1996).
However, if there is conviction supporting an action or set-up, then existing system
becomes stronger and it is difficult to challenge it (Srikantia and Pasmore 1996). Doubt
initiates the learning process, but conviction enables continuous active experimentation.
The implication here being that conviction strengthens the current usage of blog.
Conviction removes doubt and its implication of exploring alternatives. Hence, if con-
viction develops in the blogging context, there will be no doubt. Online trust diminishes
customer doubt about e-sellers. But this trust can be ensured for the long term
(sustainable) by developing consumer conviction. In the context of the online environ-
ment, gradual and consistent development of trust (online) is conviction. It indicates the
degree of trust gradually developed with time. Conviction takes the form of compla-
cency and advocacy with regular experience of trust. This continuity ensures that there
is no ending of online trust and hence market researchers should devote their time and
energy on finding a mechanism that develops conviction, rather than trying to restoring
trust at later stages. Conviction building is supported by blogging at the supplier and
the retailer levels. Suppliers and retailers tend to satisfy customer needs by developing
a relationship and influencing imitative adoption of blogging to enhance communica-
tion between supplier and retailer, and retailer and customer (Rapp et al. 2013). The
more worth the blog portrays to its readers in terms of knowledge or information, the
more is the trust developed among creators and readers (Doyle et al. 2012).

H7: Retailer conviction moderates the relationship between supplier and retailer blog-
ging such that when retailer conviction is more, this relationship is significantly stronger.

H8: Customer conviction moderates the relationship between retailer and customer
blogging such that when customer conviction is more, this relationship is significantly
stronger.
8 S. PRASAD

When a retailer delivers superior value consistently in accordance with customers’

purchase behaviors, customer-retailer loyalty is established. Zeithaml, Berry, and
Parasuraman (1996) indicated that loyalty was the intent of the customer to remain
with the firm, and could include emotional or attitudinal elements. Truly loyal customers
virtually do not even consider competitors. ‘True loyalty’ is a psychological tendency that
generates positive word of mouth and causes repeat purchase (Shankar, Smith, and
Rangaswamy 2003). Loyalty is commitment of the customer to purchase from
a particular organization, thereby ensuring its success which is primarily driven by
customer satisfaction. Satisfied customers view the transaction as a fair deal (Oliver
and Swan 1989). Retailers can blog to gather information and feedback of customers;
this helps in quick adaption to customers’ tastes and rectifying service failures.
Understanding of customer leads to customer satisfaction at higher levels. Retailers
can enhance the loyalty of customers by adding better interpersonal experience and
excitement to the service (Yim, Tse, and Chan 2008).
According to social response theory, in the digitized world, customers give impor-
tance to characteristics of interpersonal relationship than to computers. Customers apply
social rules when interacting with computers; they search for humanlike characteristics
in a computer even when they are aware of the real fact (Reeves and Nass 1996).
Customers favorably respond to positive cues during an online transaction (Wang
et al. 2007). When a retailer’s website exhibits more human characteristics like voice,
language, or any form of interaction, the customer pays more attention. The customer
views the exchange favorably if their perceptions are favorable and this leads to
repurchase behavior (Wang et al. 2007). Diffusion of information through traditional
media is not as effective today; this is because one-way communication is not effective
(Ho et al. 2015). So if customers also respond and communicate, it is an indication of
a healthy relation between customer and retailer.

H9: As blogging by customers increases, customer-retailer loyalty increases.

Studies indicate that improved inter-employee coordination, organizational knowl-

edge development and operational efficiency act as mediating effects in between
building relationship and company’s performance (Nahapiet and Ghoshal 1998).
Relationship development across channel levels enhances brand and retailer perfor-
mance, it has been measured by collecting data and analyzing the relation between
increased blogging among partners and its result as brand and total sales for one-year
period of a retail store. Retailers use blogs for engagement and interaction with
customers. Suppliers may establish more effective interpersonal connections with retai-
lers through blogging. Suppliers may also use blogs to announce incentives, promo-
tions, and events (Rapp et al. 2013). As contagion effect is felt across the supply chain,
a supplier’s message is often communicated when a retailer chooses blog as a mode to
communicate with customers. Hence, it results in the retailer promoting the supplier
brand. Generally, blog campaigns emphasize multiple brands and events and aim to
increase sales. Thus, all brands sold by the blogging retailer get benefit (Rapp et al.
2013). It may be said that due to increased exposure, retailer blogging must influence
brand performance positively within the retail outlet.
 JOURNAL OF MARKETING COMMUNICATIONS 9

H10: As blogging by retailer increases, brand performance of supplier within the retail
outlet increases.

Blog might also trigger a dialogue between customer and retailer or among custo-
mers. Retailers may blog to improve communication and establish interpersonal rela-
tionships with customers. Such continuous and active engagement will promote the
brand as well as enhance retailer performance (Rapp et al. 2013).

H11: As blogging by retailer increases, sales performance of retailer increases.

Method
Study 1
Blogging scale was adapted for both supplier (depicting 9 items) and customer (contain-
ing 7 items) from (Rapp et al. 2013). To get reliability statistics, the supplier scale was
administered to 100 B2B sales persons. Participants considered the role of blogging in
business relationships only and not in personal communication while responding. The
same scale was administered to 100 retail store managers while the customer scale to
100 consumers to test reliability. They responded on a five-point Likert scale where ‘1’
indicated strong disagreement and ‘5’ indicated strong agreement with statements
related to blogging activity. Scales are presented in Table 4.
Items were factor analyzed with maximum likelihood method and promax rotation in
different analyses. Every analysis resulted in a single factor with an eigen value higher
than 1, and the variance explained by the single factor for every sample was more than
70%. The values of Cronbach alpha were α = .91 (supplier scale), α = .93 (retailer scale),
and α = .89 (customer scale).
Scale validation was done through test for discriminant and nomological validity. Logic
for nomological validity was that friendship could be a predictor of blog and communica-
tion could be the outcome. Scales with multiple items used to measure these two
constructs were taken from literature, and a causal framework was generated.
Acceptable reliabilities of both scales were found in the relationship of subsamples –
supplier, retailer, and customer α = .81, .76, and .77; communication α = .89, .87, and .79,
respectively. Structural equation modeling was used for each sample and overall fit of the
blogging scales with other constructs was found. All models’ fit indices were acceptable.
The supplier confirmatory factor analyses gave composite reliability of .83, χ2/df = 2.98;
p > .05, goodness of fit index (GFI) = .92, incremental fit index (IFI) = .93, confirmatory fit
index (CFI) = .93, and root mean square error of approximation (RMSEA) = .04. The fit
indices from the retailer are: composite reliability of .79, χ2/df = 2.26; p > .05, goodness of
fit index (GFI) = .91, IFI = .94, CFI = .94, and root mean square error of approximation
(RMSEA) = .05 and from customer are: composite reliability of .78, χ2/df = 3.01; p > .05,
GFI = .93 CFI = .94, IFI = .94, and RMSEA = .04. The average variance extracted (AVE) from all
constructs was greater than .50 which ensured convergent validity. The square root of the
AVE of each construct was greater than the correlations among the constructs, ensuring
discriminant validity.
10 S. PRASAD

In all samples, blog related positively and significantly to friendship and communica-
tion. Friendship predicted blogging (supplier β = .211, t = 3.179, p < .01; retailer β = .335,
t = 3.999, p < .01; customer β = .411, t = 3.842, p < .01). Blog predicted communication
(supplier β = .423, t = 3.211, p < .01; retailer β = .373, t = 3.822, p < .01; customer
β = .401, t = 2.999, p < .05). These ensured nomological validity.

Study 2
In study 2, data were collected from supplier sales persons, retail store managers, and
consumers. The supplier company is one of the Indian firms in apparel whose B2B sales
persons visit retail outlets to market its products. Retailers sell this firm’s brand as well as
competitors’ brand to customers. So, retailer’s performance depends on brand’s sales,
and also on all other products that the retailer sells.
Using blog was not compulsory by the firm but optional for both supplier and
retailer. Survey questionnaires were distributed to 19 sales persons in one distribution
channel, and all 19 responses were received. Then, 123 retailers were contacted to test
proposed hypotheses related to blogging and e-WOM. 98 usable responses were
received. Further, survey questionnaire was distributed to 2 consumers of each retailer;
224 responses were received out of which 209 were usable.

Measures
The measures of blogging (adapted from Rapp et al. 2013) exhibited loadings similar to
those in the pretest. Blogging reliability (for supplier, α = .88; for retailer, α = .90 and for
customer, α = .92) was acceptable. All items are presented in Table 4.
Brand reputation scale of five items was adapted from Veloutsou and Moutinho
(2009) (as mentioned in Rapp et al. 2013). For brand reputation, α = .84 at the supplier
level and α = .88 at the level of retailer, the same five-item reputation scale was used.
Then the scores were aggregated to assess e-WOM with blogging, and correlations
within the group were calculated. Both the scales exhibited acceptable levels. The
conviction scale comprised four-items scale developed from (Connolly and Bannister
2007; Harris and Goode 2004, 2010; Weisberg, Te’eni, and Arman 2011). The reliability
of both scales was .90 and .91 at supplier and retailer levels respectively. A six-item
measure was used for customer-retailer loyalty developed by Palmatier, Scheer, and
Steenkamp (2007a, 2007b) (as mentioned in Rapp et al. 2013), targeted toward the
retailer and the scores were aggregated. Reliability of this scale was α = .94. Two-item
scale for e-WOM was adapted from (Goyette et al. 2010; Bambauer-Sachse and
Mangold 2011). Data were collected through the firm’s CRM (customer relationship
management) system. Brand performance was measured through the retail outlet’s
total sales of the brand and retailer sales performance was measured by total sales of
store.

Results
In the conceptual framework there is a dependent variable, blogging at the retailer level
nested among specific sales persons and also customers’ blogging for each retailer
outlet that is nested within retail outlets. With such multilevel aspects and hierarchical
 JOURNAL OF MARKETING COMMUNICATIONS 11

concerns, hierarchical linear modeling (HLM) was adopted to analyze data (Raudenbush
and Bryk 2002). First, variance was determined within and between units and then the
hypothesized paths were estimated. Baseline models (intercepts only) including only the
dependent variable, blogging as an outcome was estimated. As a dependent measure,
blogging (at the retailer level) was used in intercept-only model. Significant variance
(49%) in blogging among retailers and 51% variance among supplier sales persons were
found. In another intercept-only model, blogging was taken as the dependent measure
at the customer level and significant variance (63%) was found in blogging at the retailer
store level, and 41% at the individual level. This analysis indicated that retail stores could
directly influence their consumers’ blogging behaviors. A direct impact of supplier sales
representative’s blogging on retailer’s blogging (H1 γ = .197, p < .05) was found, also,
same effect of retail store on the customer (H2 γ = .283, p < .05) was found. Hence, H1
and H2 are supported. Usage of blog by retailers influences consumers’ use of blog.
Consumers tend to follow retailers for latest information pertaining to promotion.
Results indicated that retailers also looked up to supplier for information. Therefore,
contagion influence is evident in this context.
Out of the three moderating variables, brand reputation (H5 γ = .401, p < .05; H6
γ = .322, p < .05) and conviction (H7 γ = .309, p < .01; H8 γ = .199, p < .05) moderate
positively the use of blog from supplier to retailer and from retailer to consumer. But
e-WOM does not moderate any of the relationships (H3 γ = −.036, p < .26; H4 γ = .203,
p < .29). Therefore, H3 and H4 are not supported but H5, H6, H7 and H8 are supported.
The relationship between supplier and retailer blogging is stronger when brand reputa-
tion is higher, and when it is lower, this relationship is weaker. The relationship between
retailer and consumer blogging is stronger when brand reputation is higher. These
findings suggest that a retail store’s reputation as a brand gains more prominence
and the people engaging that group are more likely to adopt blogging as the group
member’s usage increases. A supplier with weak or bad reputation has no contagion
effect with respect to retailer’s adoption of blog usage. The relationship between
supplier’s and retailer’s blogging, and between retailer’s and consumer’s blogging is
stronger when conviction is stronger, and when conviction is weaker, these relationships
are weaker. We also need to determine how contagion effect influences performance in
this context (Tables 1 and 2). Consumers’ usage of blog directly affects their loyalty
towards the retailer (H9 β = .313, p < .05). Blogging affects both brand (H10 β = .207,
p < .05) and store (H11 β = .199, p < .05) performance (Table 3).

Discussion
According to theory of social sensitivity, social media can sensitize people such that their
decision making (or purchase decision) can be more effectively and positively influenced
if there is trust among stakeholders in the online environment (Prasad, Gupta, and Totala
2017. Blinded for review, 2017). This study proves that mere trust is not enough; it is
conviction (gradual and continuous trust building) that moderates the contagious
blogging effect. Blogs facilitate an environment for information dissemination and
diffusion. Studies (Crittenden, Peterson, and Albaum 2010; Rapp et al. 2013) have
provided insights on ‘connected consumer’ and their consumption of social media
and technology within business operations. Consumers use such platforms not only
12 S. PRASAD

Table 1. Supplier effect on retailer’s blog use hierarchical results.

Effect Coefficient SE t-ratio p-value
Supplier effect on retailer’s blogging hierarchical results
Supplier brand reputation .43 .21 2.47 .00
Retailer conviction .21 .14 1.39 .52
Supplier blogging .19 .13 2.92 .02
e-WOM (among retailer) .01 .18 2.88 .05
Interactive effects (Supplier to retailer)
Supplier brand reputation .38 .29 3.11 .04
Retailer conviction .08 .22 .94 .39
Supplier blogging .09 .17 .48 .28
e-WOM (among retailer) .03 .22 2.11 .26
Blogging × e-WOM .01 .12 1.03 .19
Blogging × Conviction .30 .81 2.99 .01
Blogging × Brand reputation .40 .41 1.52 .01

Table 2. Retailer effect on customer’s blog use hierarchical results.

Effect Coefficient SE t-ratio p-value
Retailer effect on customer’s blogging hierarchical results
Retailer reputation .21 .09 2.01 .38
Customer conviction −.18 .05 −1.09 .05
Retailer blogging .28 .01 1.22 .04
e-WOM (among customer) .11 .07 1.66 .21
Interactive effects (Retailer to customer)
Retailer reputation .11 .03 1.18 .27
Customer conviction −.08 .09 −2.03 .22
Retailer blogging .20 .01 1.17 .05
e-WOM (among customer) .20 .04 1.47 .29
Blogging × e-WOM .19 .13 2.11 .13
Blogging × Conviction .19 .08 1.22 .01
Blogging × Retailer reputation .32 .10 1.80 .05

Table 3. Effects of customer blogging and other effects of retailer blogging.

Hypotheses β t-ratio p-value
H9 Customer blogging → Customer retailer loyalty .31 2.01 .01
Conviction → Customer retailer loyalty .11 ns -
e-WOM → Customer retailer loyalty −.01 ns -
Retailer reputation → Customer retailer loyalty .23 1.04
H10 Retailer blogging → Supplier brand sales performance .20 1.97 .05
H11 Retailer blogging → Retailer sales performance .19 2.75 .01
Conviction → Retailer sales performance .05 ns -
e-WOM → Retailer sales performance .17 ns -
Retailer reputation →Retailer sales performance .21 ns -

for their personal interactions, but also business networks. Firms face challenges
because of the changing expectations and preferences of consumers. Hence, deploy-
ment of new technologies to interact with customers across the distribution channel is
necessary. To reinforce this point, consumers handle and perceive computers and
technology in a manner as if they are not just mediums for interactions but as social
actors in retail site, which may influence the purchase decisions (Rapp et al. 2013; Wang
et al. 2007). Though blog usage has increased, it is required to develop a framework for
its influence across the distribution channel and customer relationship and on
 JOURNAL OF MARKETING COMMUNICATIONS 13

Table 4. Measurement factor loadings.

Item Factor
Construct Labels Loading
Blogging Scale – Supplier and Retailer (Rapp et al. 2013) BLS&R1 .69
BLS&R2 .81
BLS&R3 .78
BLS&R4 .83
BLS&R5 .77
BLS&R6 .79
BLS&R7 .61
BLS&R8 .84
BLS&R9 .59
Blogging Scale – Customer (Rapp et al. 2013) BLC1 .62
BLC2 .68
BLC3 .57
BLC4 .79
BLC5 .61
BLC6 .82
BLC7 .68
Brand reputation Scale – Supplier (Veloutsou and Moutinho 2009) BRS1 .69
BRS2 .80
BRS3 .87
BRS4 .75
BRS5 .79
Brand reputation Scale – Retailer (Veloutsou and Moutinho 2009) BRR1 .81
BRR2 .58
BRR3 .77
BRR4 .63
BRR5 .54
e-WOM Scale – Retailer and Customer (Goyette et al. 2010; Bambauer-Sachse and Mangold EWOM1 .91
2011) EWOM2 .76
Conviction Scale – Retailer and Customer (Connolly and Bannister 2007; Harris and Goode CNV1 .65
2004, 2010; Weisberg, Te’eni, and Arman 2011) CNV2 .63
CNV3 .74
CNV4 .88
Customer-retailer loyalty (Palmatier et al. 2007a) L1 .91
L2 .86
L3 .77
L4 .62
L5 .81
L6 .60
Notes:
Blogging – Supplier and Retailer:
BSL&R1: My relationship with my accounts is enhanced by blog.
BSL&R2: I enhance my customer relationships through blog.
BSL&R3: I provide my customers information regarding specials and new products using blog.
BSL&R4: I use blog to provide my customers information on events and trends.
BSL&R5: I interact with many of my accounts on my personal blog.
BSL&R6: I work with buyers who support blog promotions.
BSL&R7: Our customers use blog to see our current specials and promotions.
BSL&R8: I use blog to keep current on events and trends.
BSL&R9: I am very conscientious about what is posted on my blog account.
Blogging – Customer:
BLC1: My relationship with the brand is enhanced by blog.
BLC2: I use blog to follow sales and promotions.
BLC3: I use blog to improve my relationship with different brands.
BLC4: I use blog to keep current on events and trends.
BLC5: I use blog to communicate with retailers.
BLC6: I use blog to improve my relationship with retailers.
BLC7: My relationship with my retail store is enhanced by blog.
Supplier brand reputation:
BRS1: This brand is trustworthy.
BRS2: This brand is reputable.
BRS3: This brand makes honest claims.
BRS4: This brand has a long lasting nature.
14 S. PRASAD

BRS5: In the past, today, and in the future, the values behind this brand will not change.
Retailer reputation:
BRR1: This store is trustworthy.
BRR2: This store is reputable.
BRR3: This store makes honest claims.
BRR4: This store has a long lasting nature
BRR5: In the past, today, and in the future, the values behind this store will not change.
Conviction – Retailer and Customer:
CNV1: Using blog for the product/brand has been good experience to me personally.
CNV2: I have positive experiences of using blog for the product/brand consistently.
CNV3: I would recommend using blog for the product/brand.
CNV4: I get satisfaction by using blog for the product/brand.
e-WOM – Retailer and Customer:
EWOM1: I am proud to say to others online that I use blog.
EWOM2: I often read blog about the product/brand.
Consumer-retailer loyalty:
L1: For my next purchase, I will consider this retailer firm as my first choice.
L2: I will do more business with this retailer in the next few years than I do right now.
L3: All else being equal, I plan to buy from this retailer in the future.
L4: I say positive things about this retailer to my coworkers.
L5: I would recommend this retailer to someone seeking my advice.
L6: I encourage friends and coworkers to do business with this retailer.

performance because the effect in online environment has no physical boundary and it
can reach to different countries wherever the distribution channel network goes. In this
research, the model of blogging contagion theory is tested and proved.

Contagion theory
In this study, contagion effect of blogging was found across the distribution channel and
end consumers. Businesses are using blogs to develop and maintain good relationships
with consumers, and promote word-of-mouth marketing communication (Kozinets et al.
2010; Rapp et al. 2013). For this, firms should find a way on how to use blog in the
distribution channel that can affect those in downstream and what are the factors that
moderate these relationships and their impact.
Consistent with studies (e.g., Aggarwal 2004; Park et al. 2010; Rapp et al. 2013)
that highlight the relevance of brand relationships, it was found that retailers and
consumers adopt and demonstrate blogging behaviors if they feel that the brand is
reputable. Earlier studies have also emphasized that consumers differ in the way they
perceive brands and have their own thinking (Muniz and O’Guinn 2001). Consumers
tend to make their self-image by the types of brands they associate with (Rapp et al.
2013). In this research, it was seen that consumers tend to engage in activities
endorsed by a strong brand. Reputed firms with strong brands can exploit their
blogging such that it gets reinforced across their downstream relationships.
It was also found that users’ conviction (in the context of this research) in an
online environment increases the probability of blogging across different channel
levels. Findings similar to brand reputation, presence of conviction encourage con-
tagion effects not only between supplier and retailer but also between retailer and
consumer. A key finding of this research is that e-WOM does not show any significant
 JOURNAL OF MARKETING COMMUNICATIONS 15

moderating impact on the transfer of blogging behaviors across the levels of chan-
nel. Godfrey, Seiders, and Voss (2011) indicated in their research that excessive
communication across various channels could have an adverse impact on existing
relationships as customers perceived excessive communication as invasive.

Managerial implications
People in India and other Asian countries are increasingly adopting digital platforms
(like blogs and other social media). Worldwide, blog usage has increased by leaps
and bounds. One of the measure facilitators in this regard is the use of smart phones.
The smartphone industry is worth $ 428 billion (Rogers 2017). People prefer mobile
phones to access internet (Lella and Lipsman 2015, as mentioned in Arora, Hofstede,
and Mahajan 2017). Therefore, this study is not only relevant for country like India
but also non-Asian countries as it gives prescription of more effective communication
to the marketers.
Blog offers an opportunity to supplier–retailer partners to communicate and connect
efficiently and effectively. It facilitates interactions between the brand and the industry.
Such multilevel promotion of the brand, supplier and competitive ambience provide
a better engaging relationship between suppliers and retailers. This study proposes
relevant moderating effect of conviction. The use of blog is not just for consumers; it
is also important to B2B and B2C markets.
It is pertinent to understand the effect of blogging on the relationship between
supplier and customers, and the promotion of supplier brands across the supply chain.
Use of blog by suppliers for communication and promotion of brand with retailers
encourages blogging at the level of the retailer, and this positively influences retail
performance and brand performance. Keeping in view similar goals and long-term
perspective, buyer–supplier relationships can benefit each other from improved perfor-
mance when blogging across channel partners increases.
Blog enables retailers to communicate with supplier and consumers simultaneously.
Retailer provides latest information (as received from the supplier) to consumers
through blog. The more the customers interact with the retailer, the higher is the loyalty
of the consumers to the retailer, and this results in better performance of the retailer and
the brand. Use of blog by supplier and retailer encourages customers to communicate
through blog.
The importance of the moderating effect of brand reputation at brand and retailer
levels is emphasized because it strongly affects blogging across the supply chain. The
better the brand reputation, the higher will be the probability of downstream members
in the distribution channel and customers engaging in relevant and effective conversa-
tion. Therefore, managers should be aware of brand equity while formulating global
strategy pertaining to blogging. This study validates the relevance of the moderating
role of conviction in the context of blogging in distribution channel relationships.
Managers need to strategize such that during the blog communication, conviction
(that is gradual and continuous development of trust) is developed among channel
members and customers irrespective of their cultural differences so that there is no
scope of breach of trust.
16 S. PRASAD

Limitations
This study is conducted in a particular industry. Similar, studies may be carried out in
different industry settings for comparing results and better insight if possible. Therefore,
heterogeneous samples (with multiple studies) can be used in this context.

Disclosure statement
No potential conflict of interest was reported by the author.

Notes on contributor
Shantanu Prasad is Assistant professor in Marketing at SCMHRD, Symbiosis International (Deemed
University) at Pune, India. His areas of research interest are Social Media Marketing and
Neuromarketing. He teaches to post-graduate students courses like; Marketing Management,
Marketing Analytics, Marketing Research and Business Research Method. He is also program
head / in-charge of the program MBA (Executive) at SCMHRD.

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