In this digital age, a number of bloggers, especially in the fashion sector, have reached high level of trust and recognition, to the point of transforming themselves from amateur writers to opinion leaders. Bloggers now become social influencers, sharing persuasive opinions with their followers and encouraging interactions through comments and feedback. Despite the fact that fashion blogs and bloggers are gaining popularity in the blogosphere, also attracting the attention of marketing scholars (Metz, 2016; Cosenza et al., 2015), the literature review has highlighted some scientific gaps regarding the role of credibility and engagement within the fashion blog in terms of consumer behaviour implications. Moreover, past studies seem to have restricted the analysis mainly to advanced countries. For example, considering the Asian context, only a few studies have attempted to investigate how consumer attitude and purchase intention are influenced by blogger’s suggestions (Lu et al., 2014). Such gaps call for further research. Starting from the above considerations, the present study aims at contributing to the current knowledge on blogger credibility in both advanced and emerging markets in terms of the potential impacts exerted by the fashion blog on behavioural consequences from interactions between credibility, homophily and engagement on post-reading purchase intentions toward blogger’s recommendations and electronic word-of-mouth (e-WOM).
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