RT Journal Article
SR Electronic
T1 Bloggers' Motivations and Behaviors: A Model
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 472
OP 484
DO 10.2501/S0021849907070493
VO 47
IS 4
A1 Chun-Yao Huang
A1 Yong-Zheng Shen
A1 Hong-Xiang Lin
A1 Shin-Shin Chang
YR 2007
UL http://www.journalofadvertisingresearch.com/content/47/4/472.abstract
AB During the past few years, there has been an exponential growth of blogs, and behind these blogs are numerous bloggers who create and manage them. It is widely expected that bloggers armed with their own blogs will make a tremendous impact on both mass communication media and marketers who rely on such media. However, given the widespread use of blogs, there has been little systematic analysis of the factors behind blogging activities. To serve as a stepping-stone, this article presents a model that addresses the relationships among blogging motivations and behaviors, and reports the empirical validation of the model.