An Active Consumer Theory Perspective on Blogs
نویسنده
چکیده
Our primary goal of this paper is to contribute to a theoretical understanding of why we blog by suggesting a general view on the explosive popularity of blogging through the analysis of the behavior of bloggers and the consumption of blogs from a perspective of the active consumer theory. A further goal is to provide a review of competing theories and previous work that could explain the aspects of blogging and bloggers from different angles.
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Blog Marketing: A Consumer Perspective
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