Blogs - Consumption, Behaviour, Interaction

What’s the best hair moisturizer? Does that base work as well as in the TV commercial? This and other questionings are made by thousands of women in a daily basis. And what do these vain consumers have in common? They search beauty products with the promised benefits. Here come into place the consumption blogs: by testing, using, researching and reviewing these products, the four interviewed bloggers took the role of advisors, personal beauty consultants of their readers. They evaluate, recommend, defend or warn different products and services. Differently from the usual medias, the interaction allowed in blogs is capable of producing an impact in both buying behaviours’: not only the readers, but also the bloggers are affected.


Carlos Rossi, João Fleck, and Cristine Schweig (2010) ,"Blogs - Consumption, Behaviour, Interaction ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 734-734 .


Carlos Rossi, PPGA - EA/UFRGS, Brazil
João Fleck, PPGA - EA/UFRGS, Brazil
Cristine Schweig, PPGA - EA/UFRGS, Brazil


NA - Advances in Consumer Research Volume 37 | 2010

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