The Roles of Bloggers in Web 2.0

University essay from Lunds universitet/Företagsekonomiska institutionen

Author: Alix Behmer; Alena Bazlova; [2013]

Keywords: Blogging; Roles; Web 2.0; Social media; Marketing communication; Opinion leadership; Business and Economics;

Abstract: This study examine the roles of bloggers in Web 2.0. Blogging is considered to be a fairly new phenomenon and blog authors are increasingly seen as producers of user-­generated content wielding influence on both their readers and respective industries. Thus, it is argued that recognizing the different roles assumed by bloggers will shed light on the importance of bloggers and how this may affect marketingpractices.

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