Motivations behind Becoming a Blogger and Their Business Implications
This chapter takes fashion blogs as a case to explain motivations behind becoming a blogger and then to keep being one on the long-term. It wraps up past research findings before presenting the result of an original study conducted recently with authors of successful blogs as interviewees. It presents the typology of motivations but also the nature of potential brand-blogger relationships. Understanding such points is key to successfully use blogs as part of a useful WoM communication strategy. Findings generalizable across other sectors of activity conclude the chapter.
2019 ◽
Vol 3
(2)
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pp. 67-78
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1983 ◽
Vol 15
(1)
◽
pp. 3-18
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2018 ◽
Vol 9
(1)
◽
pp. 1-16
2021 ◽
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