The Impact of Social Capital on Blogger’s Personal Brand Value -The Mediating Role of Types of Blogger Self-disclosure
碩士 === 銘傳大學 === 企業管理學系碩士班 === 99 === The use of blogs emerged and grew drastically in recent years. Many audiences and consumers surf on the internet for some well-known bloggers, and as a result they are affected by the publications of bloggers. Bloggers usually managed their blogs in creating a pe...
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| Format: | Others |
| Language: | zh-TW |
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2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/60797378230646010861 |
| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 99 === The use of blogs emerged and grew drastically in recent years. Many audiences and consumers surf on the internet for some well-known bloggers, and as a result they are affected by the publications of bloggers. Bloggers usually managed their blogs in creating a personal brand manner. The past brand research mostly focused on the firm and less on the personal brand. Therefore, we investigated whether or not social capital would influence blogger’s personal brand value. Besides, the moderating role of blogger’s self-disclosure types between social capital and blogger’s personal brand value has been examined. We collected data with questionnaire, and the results show that moderating effect does exist between social capital and blogger’s personal brand value. This study''s implications for theories and research are discussed.
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