Modeling Blog Usage From a Developing Country Perspective Using Structural Equation Modeling (SEM)

Abstract

The manner in which activities are now conducted online has largely transformed as a result of the prevalent digitally rich environment. With the evolution of the Internet, channels utilized for knowledge and information sharing have also changed. Both organizations and individuals have largely benefited from the use of various Web 2.0 features. Innovative interaction channels are now available, and the concept is increasingly being applied to other areas. Social networking opportunities have increased manifold, and different kinds of web technologies are being utilized for communication. The online community has also embraced the multi-interactive dimension of Web 2.0, as inherent in various blogging activities. This study analyzed why people choose to engage in web technologies such as blogging. As the growth of web technology is rather parallel with that of digital marketing, the research also focused on how these aspects can enhance marketing strategies in the future. The results of the study have various implications, as marketing is significantly influenced by blog readers’ level of engagement, including word-of-mouth marketing, purchasing decisions, and even brand building. Both awareness and trust play significant roles in the process, and they are often utilized to justify the risk inherent in the online environment.