Measuring blog service innovation in social media services

Abstract

Purpose – Blog is a web-based social activity that has become mainstream media. The purpose of this paper is to develope a measurement instrument for assessing blog service innovation, which social media services providers and bloggers can use to promote blog functions and to ensure high quality blog services. Design/methodology/approach – The study adopted both qualitative and quantitative research methods and performed four steps of scale development, including item generation and item pooling, pretest and initial purification, scale refinement, and scale validation and critical item analysis. Findings – From a user-oriented service perspective, the major findings of the study were the 18 measurement items for blog service innovation scale (BLOG-S-INNO scale), which was derived from the innovative blog cognition of blog users. One critical factor in the BLOG-S-INNO scale was further identified to effectively predict outcomes of blog service innovation in social media services. Research limitations/implications – Management at social media services providers can apply the BLOG-S-INNO scale as a diagnostic tool to assess organizational innovation capabilities in relation to blog services, and to link their innovation strategies with the innovation experiences of bloggers improving bloggers’ affection. The findings of this study also make it possible to offer recommendations to help bloggers improve service innovation to increase the experience and preference of blog browsers. Originality/value – The study used qualitative research methods to construct a pool of items for measuring blog service innovation. Furthermore, the paper conducted quantitative research methods to develop a new blog service innovation scale and analyzed the key indicators of blog service innovation.

Engagement Marketing: the Innovative Perspective to Enhance the Viewer’s Loyalty in Social Media and Blogging E-Commerce Websites

“…Bloggers are always counting on their visitors or customers and want to find out effective ways to enchant them to visit their websites, thus winning their customers' loyalty. Facebook and many other social media websites are also reckoned as a blog because they provide the services and facility to their users to share contact information, text, images, and videos with others very conveniently and appropriately, and visitors could get a latest and up-to-date information related to their area of interest (Yang et al, 2014).…”

“…Social media and blogging websites are trying their best to keep up with the latest trends regarding their area of expertise, but they do not know the whole picture regarding customer loyalty (Yang et al, 2014). Furthermore, social media and blogging websites do not have a complete knowledge that what kind of innovation in their website services generates satisfaction and trust in the minds of their target viewers and ultimately generating loyalty in the eyes of their target customers.…”

“…Furthermore, social media and blogging websites do not have a complete knowledge that what kind of innovation in their website services generates satisfaction and trust in the minds of their target viewers and ultimately generating loyalty in the eyes of their target customers. (Yang et al, 2014) worked rigorously on research related to the development of relevant factors on which researchers could measure the innovation in services provided by different social media and blogging websites from the users' point of view. These factors are system-operations related innovation, service-privacy-related innovation and diversification related innovation.…”

Social media marketing evaluation using social network comments as an indicator for identifying consumer purchasing decision effectiveness

“…[8][9][10] Only very limited research has explored the performance of social media marketing. 11 Companies only know the number of followers in their brand communities and how interactive the followers are by their comments. Social media activities influence a series of steps described in the HOE model.…”

“…[8][9][10] Companies know the number of followers in their brand communities and how interactive the followers are with comments. Only very limited research has explored the performance of social media marketing -Yang et al 11 developed a measurement instrument for measuring blog service innovation in social media services using questionnaires for data collection.…”