What is a Blog?

Blog is the abbreviated version of “Weblog” or “Web log”.

Online diary, with entries in chronological order

Common blog features include comments, email, tagboards.

Why investigate on Blogs?

184 million people own a blog.

346 million read blogs.

(study by Technorati)

Number of people who read blogs at least once a month, grown 300%.

52% says blogs played a crucial role on purchase decisions.

(research by BuzzLogic)

Youths are the ‘net generation’ who frequent the use of Internet.

Pilot Study

Sample size: 30 youths (age 15 to 29 years old)

Results: Blogs are the second most useful and second most popular media when searching for product and service reviews.

Research Objectives

1. Understand the attitudes of youths towards the different aspects of blogs.

2. Identify how marketers can use blogs as an effective tool to market their products and services to youths, and the respective factors to focus on.

Research Methodology

1. Blogger – Interview with Beatrice Tan

2. Consumers/Youth

- Survey questionnaires to 150 youths

- Based on factors (7 Cs) proposed by Rayport and Jaworski

- Context, Content, Community,   Commercial

Result Analysis I: Demographics

- Majority within 20 to 24 years old

- Generally, monthly disposable income <$500

- Mainly students

- Genders of respondents evenly distributed

Result Analysis II: Context

Context: Layout and Design

Most important factors:

1.  Ease of Navigation

2.  Clarity of Text

3.  Minimalistic Layout

Least important factor:

      1.    Originality of blog design

      Conclusions

- Youths prefer a simple, clutter-free and user friendly layout and design.

- Focus should be on layout and design above the improvement on the visual appeal of blogs.