Bloggers' Social Presence Framing and Blog Visitors' Responses

Recently, blogs boom with easy publishing tools to lager popularity on the internet. And with broad links, blogs become important information sources. Some enterprises even have chosen blogs as a channel for products/services promotion. Bloggers introduce news and goods to blog visitors and present related information. However, when receiving diversely framed information, people react differently. According to the social presence perspective, communications perceived of higher social presence are easier to make people interpersonally impressed, and are more pervasive. Therefore, this study clarifies the impact of bloggers' social presence framing on the replies of blog visitors. This study adopted content analysis to analyze bloggerspsila posts and blog visitorspsila reply posts on popular websites. After content analysis, the regression results showed that bloggerspsila social presence framing attracted larger popularity of blog visitorspsila replies and affected their positive reply attitude toward specific product/service in positive events. Besides, the framings both showed significantly positive impact in goods of search type and experience type.