Social exchange and social capital in blogging: interactions among mum bloggers, marketers and public relations practitioners in the virtual third place
Year: 2017
Type: dissertation
Abstract: This research uses social exchange and social capital theories to explore the phenomenon of mum blogging in Australia, particularly exchanges between mum bloggers and each other, their readers and marketing and public relations (M&PR) practitioners, representing organisations. A netnography (online ethnography) approach was used to do this. Six motivations for mum bloggers, Including community and connection, were found. It seems mum bloggers may be in a liminal state but draw on their social capital In Interactions with M&PR practitioners. The ethical issue of 'sponsored posts' was raised, suggesting clearer codes of conduct are needed for practitioners working with bloggers.
Author: Catherine Archer
Institution: The University of Western Australia
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2607444314