The Analysis of Bloggers Writting for Products Before and After being Sponsored: The Case of Beauty Blogs

• Main Authors: CHEN,TZU-HUA, 陳姿樺
• Other Authors: HU,KUANG-CHIA
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/b59up9

碩士 === 世新大學 === 新聞學研究所(含碩專班) === 104 === In recent years, the word-of-mouth marketing has affected the way of modern shopping. Many people will search the articles of products' information, recommendation, reflection, or the information of promotional discount on the Internet before shopping.To women, the information of beauty is one of the main reasons who searching for information online. Among, the biggest affect to actual purchasing power is blog. Therefore, vendors begin turning their attention to the beauty bloggers who have high popularity. They want to rely on their high website traffic of blog and readers' trust, to improve the visibility and sales of products. Beauty Blogs have unlimited business opportunities in the marketing, but also caused controversy. Can beauty bloggers get a balance between personal brands and vendors' pay? Is there any difference in form and content before and after being sponsored when they post? Because of the semi-anonymous and semi-public interpersonal characteristics of blog, do beauty bloggers truly reveal themselves, or just build the image on purpose? In addition, when bloggers face the attraction of sponsor, is there any change in degree of self-disclosure? Therefore, the purpose of this study is in the light of domestic popular beauty blogs, use content analysis and in-depth interviews, and disassemble beauty blog to "form", "content", and "self-disclosure" for analysis. The results show that there are significant changes in description of goods and vendors, pictures, number of words, hyperlinks, and extent and depth of beauty blogger's self-disclosure between sponsored posts and non-sponsored posts. The researcher hopes the readers of this study can understand the article mode of sponsored beauty blogs nowadays through this study, and learn how to distinguish the sponsored posts before shopping.