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1. INTRODUCTION The first and the foremost goal of a company is to build a long-term supportive relationship with the customers in today's highly competitive environment. Communicating the organization objectives and/or its offerings to customers is rather complicated due to the fact that the customer is very dynamic. It is hard to keep up to date with the customers but it is even harder to break through the clutter and reach out to them and make up their minds to buy products. Technology creating a linkage of information between buyers and sellers is providing buyers with the access to great information. So, it's now on company to present and fully equipped when the buyers are searching. In recent times blogs have established themselves to be a very strong and effective communication tool which's advantage depends on its use. Blogs are modifying the ways from one level to the other through which firms communicate with consumers. Traditional media is losing power against blogs so more and more increasing sort of firms are using blogs to build and to strengthen their brands and deliver their message to all types of users. This handy medium can be a firm's greatest dream by taking it to new heights or worst nightmare by decreasing its sales depending on the use. In our research, we are going to study as an informational tool for consumers along with its effects on consumers' attitudes and purchasing behavior. 1.1. Objectives Lady using a tablet Professional Essay Writers Get your grade or your money back using our Essay Writing Service! The main objectives of this research which we are conducting are as follows: Firstly we are going to study blogs as an informational tool for consumer. Secondly we will be focusing on to see the blogs effects on consumer's attitudes and purchasing behavior. 1.2. Research Problem To see the effectiveness of blog testimonial on buying behavior of youth in twin cities 1.3. Significance of the study In recent times, technology is changing day by day bringing ease for everyone. Companies are utilizing the technology at its fullest for different purposes. The basic purpose of a company is to keep consumers with up to date information. Now days for this best medium are blogs. This handy medium can be a firm's greatest dream by taking it to new heights or worst nightmare by decreasing its sales depending on the use. People read blogs to get the information about the products and these blogs affect their purchasing behavior either converting into sale or no sale. 2. LITERATURE REVIEW "Blog" is an abbreviation of "weblog," which is developed to account websites those maintains ongoing information."Weblog" was created in 1997 and quickly succeeding by the most generally utilised term, "blog" in 1999. A blog is a web page made up of usually short, frequently updated posts that are arranged chronologically like a 'what's new' page or a journal. The content and purposes of blogs varies greatly from links and comments about other web sites, to news about a company/person/idea, to diaries, photos, poetry, mini-essays, project updates, even fiction "(Blogger, 2008). The early blogging attempts are the online diaries, which can be witnessed back in 1994. Early weblogs were manually maintained, with the authors editing the important pages of their websites to add fresh content, then republishing the sites with each addition. This made blogging the exclusive area of the technologically knowledge. Blogging demonstrates to customers that a company cares about its products and customers (DeFelice, 2005). Blogs are very helpful in signaling that the companies are genuinely on the cutting edge during the process of building business credibility. They can be utilised to keep clients informed with earning their trust. In an up to date company blog, writing articles about the updated business events and providing tutorials to support the readers will do the job. Blogging also helps market their products and their website. News in blogs appears faster in search engine results than normal web pages. (Chin, 2005) All means of corporate communication create an image of the organization in the market. Maintaining it can build a good image, which ultimately develops a positive word of representative (Arora, 2007). Blogging brings an unusual dose of openness and frankness to corporate communication. Blogs are a fairly new tool of corporate communication but they are considered to be a sign of sincerity and confidence. Firms which are risk taking enough to maintain a corporate blog take the venture of receiving negative comments from the consumers which are publicly available. Firms with corporate blogs are not only thought to trust their products but also openly communicative. A feeling of involvement or participation with an organization can also encourage customer loyalty and recommendations (Arora, 2007). Lady using a tablet Comprehensive Writing Services Plagiarism- Always on Time Marked to Standard In our study, we have approached to the concept of blogging and how blog affect the buying behavior of youth. People use blogs to share their opinions and researches have provided that user experiences are very much effective. To increase the income volume companies need to increase the number of customers and/or the frequency of their purchase. The ever existing word of representative seems to be working better than mass media communication. Satisfied customers share their good experience with their group but unsatisfied customers share their disappointing experiences more and faster. Now, they share their satisfaction or dissatisfaction through blogs. For the consumers searching for information, blogs constitute a more effective alternative since they are unedited and unfiltered. People tend to find blogs better than traditional media. They enjoy the collective experience better when making their purchase decisions. According to a research conducted by Leo J. Shapiro & Associates, nearly half (48%) of all Americans hit searched online for information or advice before purchasing a product or service in the past year, and evaluate user generated opinions three times more influential than TV advertising (Ellington, 2008). It is because what they read on blogs and forums is a real consumer's undergo with a product or a service, they evaluate it more trustworthy. Research shows that people evaluate blogs more convincing and sincere than traditional media and also the most dominating reason behind their preference of blogs over traditional media is that the blogs are more up to date and in-line with the trends. Blogs provide instant information sharing. They may include path to another blogs and websites, providing readers with quick, easy means of pursuing additional information, and hit the capacity to "swarm " by sharing and broad information quickly (Dearstyne, 2005). Due to the speed and plurality reasons blogs are more preferred. Establishing a company or a brand blog appears to be an effective way of building a brand and brand image renovation. If we analyze Heinz Beans case we see that a blogging 'super bean' can provide information about the product's new values in a rather simple and effective way. Such a blog makes the company/brand the expert in the Atlantic and connects it directly to consumers (Webdale, 2004). In this particular study we are going to see the effects on blog testimonials in our society. We are going to see two dimensions one is positive blog testimonials lead to positive buying behavior and the other negative blog testimonials lead to negative buying behavior. We will analyze that after reading information from blog how buying behavior is being affected and up to what extent it is affected. 3. METHODOLOGY 3.1. Theoretical framework Now days utilizing internet is a must for companies when attracting and retaining new business while keeping customers occupied with your brand in these times of high competition. When building a brand a firm must turn its face to internet because people are searching the internet to learn about brands and companies. For this blogs now days play a very vital role. A blog will give the message of a firm transparency and shows that it is brave enough to have a blog where communication with the customer is the number one priority. In the pre-purchase phase blogs may constitute an informal and somewhat sincere information resource. Through blogs, satisfied and dissatisfied customers would communicate both with the firm and other customers. In either case a firm would benefit a lot. If the customer leaves a positive comment that would encourage prospective customers evaluate the firm/brand better and if s/he leaves a negative comment the firm will immediately learn what they are doing wrong. When it comes to buying reader of the blog if finds the testimonial positive then the purchase behavior will be leading towards buying the product and if the testimonial is negative then the purchase behavior will lead towards discontent for the purchase of the product. Developing a blog and supporting it would also reserve a place for the firm in the consumers' decision making. Bogs are very handy medium & sometimes this handy medium can be a firm's greatest dream by taking it to new heights or worst nightmare by decreasing its sales depending on the use. |
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