2.2 What are blogs?
Now a days, people use of Internet and social media increasing rapidly. According to Nielsen (2012), people keep on spending most of their time on the social networks. Nielson social media report also identify the most-visited cosial network. The top three most useful on the computer base are seen as Faceboo, Blogger abd Twitter (Nielsen, 2012). All these tree social media channels are also seen as the most popular ways of eWOM sharings. Blogs are seen as a source of the recommendation or review about the products or services (Hsu, et al, 2012). Approximately 900,000 new posts on the blogs are done per day (Singer, 2009). According to the Office for National statistics (2013), UK has one of the highest numbers of Social Network users. Due to the fact, that bloggin is seen as one of the most popular way to share and disscus the ideas (Hsu, et al., 2012), and because of the hight numbers of the bloggers and bogs' readers it is very important for the cosmetics organization to take this issue under consideration in order to decrease the finansial losses and negative influence on the Brand name. Espessialy because a according to Katz and Lazarfeld (1955), has more influence on the purchasing and post-purchasing behaviour for any organization It is also important to take under consideration the criterias which customers is using when they are searching for the community to join. Are they taking uner consideration the trust issues? As trust according to Salo and Karjaluoti (2007), it is one of the main criteria for attrecting and angaining customers to participate in the online communities. Are there any other issues and criterias arise when people choose the blogs to read? Does the negative eWOM reviews have the same impact on the purchasing behaviour as the positive reviews?
