Investigate Cooperation of Blogging With Social Exchange Theory

• Main Authors: Lai, Yiying, 賴怡穎
• Other Authors: Wang, Chinyu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/86116728911048900099

碩士 === 靜宜大學 === 觀光事業學系 === 100 === Recently, blog becomes an actively medium for individuals and companies for its operation accessibility. Articles on blogs are favored by public readers, business owners and marketing companies sense the business opportunity and the influence of bloggers, and start working with them. The form of collaboration can be vary, from payment for writing articles on the blogs to obtain free product sample and share the experience with their readers. Social exchange theory believes exchange behavior occurs when people looking for reward and prize. Based on the argument of social exchange theory, this research probes the relationship between bloggers, business owners and marketing companies. From the aspects of attraction, dependence, power, conflict, communication, trust and commitment, this research analyzes the equality and reaction pattern among bloggers, business owners and marketing companies. By interviewing bloggers, the research result shows attraction, dependence, power and conflict are serial factors influence each other in the cooperation procedure. Payments for articles and demand of media resource decide the dependence & power relationship. The most common conflict results from that, marketing companies fail to communicate. The importance of communication before working together is manifest, and formal contract secures the cooperation relationship for both sides.