Blog-shopping in Singapore : exploring the success of blog-shops.

• Main Authors: Wong, Yao Min., Chee, Daryl Jian Hao., Wong, Koon Yin.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/21232
• Institution: Nanyang Technological University

Online shopping as a trend has been growing phenomenally in recent years, drawing much attention from marketers and researchers alike. Amidst this rapid growth, several other forms of e-commerce models have emerged and gained much popularity. One such interesting model is that of Blog-Shopping. This is a growing phenomenon in Singapore in which small-scale retailers utilize hosted blogging platforms (such as blogspot.com and livejournal.com) to sell their products. This exploratory study seeks to gain a preliminary understanding of this new phenomenon, by utilizing focus groups with blog-shoppers to uncover interesting features of blog-shops. Because of its close proximity to online shops, we explored further to establish differences between these two concepts. A review of these results with extant literature revealed several interesting findings for blog-shops that have yet to be applied in online shops. These include frequent product updates, superior localization strategy and creating the human touch. While marketing academicians may use the study‟s findings as a basis for further research on this new phenomenon, online retailers may use our findings to further improve and develop their online marketing strategies.