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Study on the Effectiveness of Interaction in Blog to Blogger’s Loyalty

Author: HuoRui
Tutor: HuangSongAi
School: Northeast Normal University
Course: Journalism
Keywords: Blog Interaction Satisfaction Loyalty
CLC: G206
Type: Master's thesis
Year: 2009
Downloads: 193
Quote: 2
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Abstract


Blog writing has made a great leap forward in China in recent years, but a critical challenge faces its service providers that how to ensure blog writers’loyalty to a particular platform so as to use it continuously. Therefore, this thesis focuses on blog, analyzes interaction between bloggers and their readers, their satisfaction with a particular platform, and their loyalty to it so as to make proper suggestions to the service providers to improve their service.With literature reading, the research model in this study consists of three parts: the initial variables constituted by interactions between bloggers and their readers, intermediate variables consisting of bloggers’satisfaction with the platform and the outcomes variables consisting of bloggers’loyalty to the platform.Relevant data that is necessary to this study is obtained from over 200 questionnaires to blog writers, and the result indicates verification of the idea of this study. Main conclusions come as follows:1. The interaction has some positive influence on bloggers’satisfaction. In details, two kinds of interaction between bloggers and their friends (review and comment, leaving a website mail letter) obviously has a positive influence on their satisfaction, so does the interaction between bloggers and strangers (review and comment), while a stranger’s website mail letter has no influence on their satisfaction.2. Bloggers’satisfaction influences their loyalty to a particular platform in a positive way.3. The interaction influences bloggers’loyalty in some way. In details, two kinds of interaction between bloggers and their friends (review and comment, leaving a website mail letter) obviously has a positive influence on their loyalty, so does the interaction between bloggers and strangers (review and comment), while a stranger’s website mail letter has no influence on their loyalty.4.There is a certain difference between different bloggers.Suggestions and research orientation are put forward in the end of this study.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory
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