Exploring Enablers of Contagious Content for Dining Blogs: An Integrated Approach by Using Content Analysis and Interpretive Structural Modeling

Blogs remain a popular and reliable form of online communication. As the number dining blogs continues to rise, competition is increasingly fierce. Thus, it important not only draw attention users but also secure followers. To increase reader loyalty, bloggers must consider blog marketing from reader’s perspective. Although previous studies have explored how narratives influence consumer behaviors, few focused on exploring enablers contagious content for Creating helps achieve maximum benefits marketing. Therefore, this study identifies models their interrelationships aid in framing consistently blog. Based Berger’s six principles—social currency (S), triggers (T), emotion (E), public (P), practical value stories (S) (STEPPS)—13 main factors were first compiled through literature review. Qualitative analysis was then applied extract 31 related within context blogs. In order identify hierarchical relationships among extracted enablers, interpretive structural modeling (ISM). results ISM, cross-impact matrix multiplication classification (MICMAC) describes driving dependence behaviors enablers. The ISM MICMAC show areas priority which should focus create content. most include emotional stimulation, storytelling, gamification. Finally, theoretical managerial implications findings provided.