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.
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.
Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK
E - European Advances in Consumer Research Volume 11 | 2018
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