Blogging effects across supplier, retailer, and customer

The author proposes contagion effect of blogging across suppliers, retailers, and customers, and has also tested the concept of conviction in this context. The conceptual framework was developed after an exhaustive review of literature. Blogging scale was developed and validated at different channel levels – supplier, retailer, and customer. Blogging contagion effects were tested along with their impact on other performance measures. Empirical...