Hot Diggity Blog: A Cluster Analysis Examining Motivations and Other Factors for Why People Judge Different Types of Blogs as Credible |
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| Authors: | Barbara K Kaye Thomas J Johnson |
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| Institution: | 1. Department of Journalism &2. Electronic Media , University of Tennessee barbkaye@gmail.com;4. School of Journalism , University of Texas at Austin |
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| Abstract: | Using two-step cluster analysis this study identifies four groups of users who deem seven types of blogs (general information, media/journalism, war, military, political, corporate, and personal blogs) as highly credible. The four groups are each motivated to turn to blogs for many of the same reasons; however, some differences emerged among the groups. In addition, the four user clusters differ on demographic and political characteristics. |
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