THE INFLUENCE OF BLOGGERS ON CONSUMER PURCHASE

Abstract

This paper evaluates the impact of online blogging on buying intentions of customers. It begins by offering an overview of digital marketing. Next, it analyses the process of e-commerce and its relevance to modern business. Then there is an overview of digital marketing and the manner in which it has affected contemporary business. The paper then offers an insight into the construct of online blogging and how it is used by contemporary organizations. The paper also examines the manner in which blogs are being used for search engine optimization and content marketing to influence the buying behavior of consumers. Finally, the paper concludes by identifying a literature gap and the need to conduct further research work in this area.