Private bloggers' motivations to produce content – a gratifications theory perspective

@article{Sepp2011PrivateBM,
  title={Private bloggers' motivations to produce content – a gratifications theory perspective},
  author={Marianne Sepp and Veronica Liljander and Johanna Gummerus},
  journal={Journal of Marketing Management},
  year={2011},
  volume={27},
  pages={1479 - 1503}
}
Abstract Firms have become interested in blogs, since consumers are more prone to believe in other individuals, such as private bloggers, than firms, and because blogs influence readers' behaviour. Nevertheless, private bloggers may be driven by factors other than commercial motivations, and firms need to investigate carefully how to address these independent but powerful actors. By understanding bloggers' motivations to blog, marketers can better address bloggers' needs and adapt social media… 

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