Blog Marketing: A Consumer Perspective

The phenomenon of blogs is growing rapidly and is expected to increase even in a more rapid pace (Technorati, 2006, November 6). As Wright (2006) discuss; blogs provides a new way of communicating with customers, as customers want to be talked with, not to. Companies have newly started to pay attention to this and as a result, the concept of blog marketing has been born. The little research that has been done on blog marketing has been done from a company perspective. However, no or little research has yet considered how consumers use blogs. In order to use blogs as a communication tool, it is of huge importance for companies to understand how consumers use blogs in their decision making. Hence the purpose is; “To explore how and why consumers use blogs in their decision making process“ In order to answer this purpose we conducted 15 interviews on young adults, as previous research suggests that this population use blogs the most (Tremayne, 2007). From the collected data a qualitative analyse was made in which the empirical findings was analyzed with support of the theoretical framework.