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| Tekijä: | Sepp, M. Liljander, V. Gummerrus, J. |
| Otsikko: | Private bloggers' motivations to produce content - a gratifications theory perspective |
| Lehti: | Journal of Marketing Management
2011 : DEC, VOL. 27:13-14, p. 1479-1503 |
| Asiasana: | research motivation qualitative research advertising corporate image marketing consumer behaviour management Estonia Baltic countries |
| Vapaa asiasana: | blogging |
| Kieli: | eng |
| Tiivistelmä: | Firms have become increasingly interested in blogs, since consumers tend to believe more in other individuals, such as private bloggers, than firms, and because blogs affect readers' behaviour. Nevertheless, private bloggers can be driven by other factors than commercial motivations, and firms need to consider carefully how to address these independent, however powerful actors. By understanding bloggers' motivations to blog, marketers can better fulfill their needs and adapt social media campaigns accordingly. This study contributes to social media and gratifications research by examining the perceived gratifications of 12 experienced Estonian private bloggers. They sought process, content, and social gratifications from blogging. Several new categories were also found compared to prior research. For instance, the content gratifications of illuminating others, advertising, and promotion, and the social gratifications of communication, image management, and vanity, are new to blogging. Bloggers' gratifications were found to evolve over time, resulting in blog changes. The dynamics of gratifications have not yet been covered in the literature, and further research is needed to examine its implications for blog marketing. |
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