An Exploratory Study of the Motivations, Attitudes and Behaviours of Bloggers participating in sponsored brand collaborations

Fearnon, Mollie Louise (2017) An Exploratory Study of the Motivations, Attitudes and Behaviours of Bloggers participating in sponsored brand collaborations. Masters thesis, Dublin, National College of Ireland.

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Abstract

This piece of research aims to explore the motivations, attitudes and behaviours of bloggers when participating in sponsored brand collaborations. Moreover, a secondary aim of the this project was to discover the thoughts and opinions regarding the exposure of sponsored content to their followers, thus the effect of this to their perceived credibility.

To gather these findings, this study took a qualitative case study approach, applying the Uses and Gratifications theory framework, six in-depth interviews with leading Irish beauty bloggers whom regularly participate in sponsored partnerships with brands was conducted. Once the analyses of the research findings were complete, it was evident that the primary motivation for a blogger to participate in sponsored collaborations was due to the potential enhancement success regarding their careers, due to increase in followers therefore gaining recognition from both brands and readers. Furthermore, the results stated the bloggers willingness to disclose paid for content, as bloggers want to maintain their credibility and transparency.

This piece of research contributes to the existing literature regarding blogging marketing motives. Furthermore, this paper acknowledges both variations of interests, as this paper aims to provide a greater insight and understanding to both marketers and brands to why bloggers choose to alternative brands to collaborations with to influence their followers.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Branding Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Web logs. Blogs. T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Web logs. Blogs.
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	23 Nov 2017 16:03
Last Modified:	23 Nov 2017 16:03
URI:	https://norma.ncirl.ie/id/eprint/2912

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