Blogger and Audience Engagement: a Performance Theory Perspective

Adopting performance theory, we examine how bloggers and their audience engage in the co-creation of blogs that bridge the commercial-communal tensions on brand-sponsored blogs. We analyse different types of performance on WeChat blogs and challenge previous notions that commercial content must be consistent with the blog subject to be accepted.



Citation:

Yuxin Bai, Xin Zhao, and Hayley Cocker (2018) ,"Blogger and Audience Engagement: a Performance Theory Perspective ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 205-206.

Authors

Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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