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- pliers, Received 28 September 2018
retailers, and customers, and has also tested the concept of conviction Accepted 13 April 2019
in this context. The conceptual framework was developed after an KEYWORDS
exhaustive review of literature. Blogging scale was developed and Blog; contagion effect;
validated at different channel levels – supplier, retailer, and customer. conviction; retailer; supplier
Blogging contagion effects were tested along with their impact on other and customer
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.

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 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 H5 Supplier Brand
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)
H9 Customer
Customer -retailer Loyalty
Blogging

Figure 1. Conceptual model.

 4 S.

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 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.

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 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.

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 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.
 1 S.

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 1
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
 1 S.

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 1
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.
 1 S.

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 1
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.
 1 S.

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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