Whether blogs possess relationship marketing outcomes is a subject that has not been analyzed empirically. The purpose of this study is to examine the relationship between blog function characteristics and relationship marketing outcomes as well as to clarify the role of tour leaders' charisma. Online survey data from 415 customers indicate that blog function characteristics have a positive effect on relationship marketing outcomes. Tour leaders' charisma also has a significant moderating effect on the relationship between blog function characteristics and relationship marketing outcomes. Implications of these findings as well as future research are subsequently discussed. Copyright © 2013 John Wiley & Sons, Ltd.