{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,22]],"date-time":"2026-01-22T13:20:04Z","timestamp":1769088004440,"version":"3.49.0"},"reference-count":106,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2023,3,20]],"date-time":"2023-03-20T00:00:00Z","timestamp":1679270400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100004663","name":"Ministry of Science and Technology of Taiwan","doi-asserted-by":"publisher","award":["MOST 110-2410-H-263-005"],"award-info":[{"award-number":["MOST 110-2410-H-263-005"]}],"id":[{"id":"10.13039\/501100004663","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Blogs remain a popular and reliable form of online communication. As the number of dining blogs continues to rise, competition is increasingly fierce. Thus, it is important to not only draw the attention of users but to also secure followers. To increase reader loyalty, bloggers must consider blog marketing from a blog reader\u2019s perspective. Although previous studies have explored how blog narratives influence consumer behaviors, few studies have focused on exploring the enablers of contagious content for dining blogs from a blog reader\u2019s perspective. Creating contagious content helps to achieve the maximum benefits from blog marketing. Therefore, this study identifies the enablers of contagious blogs and models their interrelationships to aid dining bloggers in framing a consistently popular blog. Based on Berger\u2019s six principles\u2014social currency (S), triggers (T), emotion (E), public (P), practical value (P), and stories (S) (STEPPS)\u201413 main factors were first compiled through a literature review. Qualitative content analysis was then applied to extract the 31 enablers related to the main factors within the context of dining blogs. In order to identify the hierarchical relationships among the extracted enablers, this study applied interpretive structural modeling (ISM). Based on the results of ISM, cross-impact matrix multiplication applied to classification (MICMAC) describes the driving and dependence behaviors of the enablers. The results of ISM and MICMAC show areas of priority on which dining bloggers should focus to create contagious content. The most important areas include emotional stimulation, storytelling, and gamification. Finally, the theoretical and managerial implications of the findings were provided.<\/jats:p>","DOI":"10.3390\/jtaer18010034","type":"journal-article","created":{"date-parts":[[2023,3,20]],"date-time":"2023-03-20T07:06:37Z","timestamp":1679295997000},"page":"668-688","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["Exploring Enablers of Contagious Content for Dining Blogs: An Integrated Approach by Using Content Analysis and Interpretive Structural Modeling"],"prefix":"10.3390","volume":"18","author":[{"given":"Kuo-Chien","family":"Chang","sequence":"first","affiliation":[{"name":"Department of Leisure and Recreation Management, Chihlee University of Technology, New Taipei City 22050, Taiwan"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1924-9503","authenticated-orcid":false,"given":"Yi-Sung","family":"Cheng","sequence":"additional","affiliation":[{"name":"School of Marketing, Entrepreneurship, Sport Management, and Hospitality and Tourism Management, Western Carolina University, Cullowhee, NC 28723, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Shih-Ming","family":"Hu","sequence":"additional","affiliation":[{"name":"Department of Management and Hotel, Resort, and Hospitality Management, Southern Utah University, Cedar City, UT 84720, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Nien-Te","family":"Kuo","sequence":"additional","affiliation":[{"name":"Department of Travel Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung City 81271, Taiwan"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2023,3,20]]},"reference":[{"key":"ref_1","first-page":"1","article-title":"Inbound marketing vs. outbound marketing: Independent or complementary strategies","volume":"7","author":"Dakouan","year":"2019","journal-title":"Expert J. 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