Exploring the Influential Factors of Personal Media Bloggers on Followers’ Continuous Following Intention Based on Relationship Marketing Theory

The use of personal media has become increasingly popular in recent years. However, gaining and retaining followers has become increasingly challenging, given the fierce competition among bloggers and the constant changes in personal media. In this context, this study aims to explore the factors that influence followers’ continued usage intentions toward personal media bloggers and strategies to improve their loyalty. Drawing upon the theory of relationship marketing, a structural model is constructed to examine the impacts and mechanisms of personal media bloggers’ attributes and communication on social presence, fanship, intention to use, and word of mouth. This research focuses on two dimensions of personal media bloggers’ attributes: expertise and attractiveness. A sample of 155 highly active personal media users in China was collected through a questionnaire for analysis and validation. The findings reveal that expertise and communication have positive impacts on followers’ intentions to continue following a blogger, while attractiveness has a significant, positive, and direct impact on word of mouth. Furthermore, this study shows that social presence and fanship play mediating roles in the effects of expertise and communication on followers’ usage intentions and word of mouth. The research results provide valuable insights for personal media operators and marketers seeking to improve followers’ loyalty and encourage potential users to become more loyal fans.