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Why blogs? - An exploratory study on blog reading among young women in Sweden


Please use this identifier to cite or link to this item: http://hdl.handle.net/2077/30572

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Title: Why blogs? - An exploratory study on blog reading among young women in Sweden
Other Titles: Why blogs? - An exploratory study on blog reading among young women in Sweden
Authors: Kornejeva, Laima
Issue Date: 5-Oct-2012
Degree: Master theses
Series/Report no.: 2012
040
Keywords: Social media
blog readers
marketing communications
word-of-mouth (WOM)
blogs
uses and gratifications
new media
Abstract: Purpose: To explore why and how young women in Sweden are reading blogs. Background: Consumers are turning away from the traditional elements of the promotion mix; in particular, they are reducing their reliance on advertising. User-generated social media is on the rise, and interactivity inherit in blogs allows a high level of connectedness with the customer. Moreover, blogs are extending the word-of-mouth, and consumers in Sweden are increasingly turning to blogs before making a purchase. Rea... more
URI: http://hdl.handle.net/2077/30572
Appears in Collections:Master theses

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