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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|
uses and gratifications
|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|
|Appears in Collections:||Master theses|
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