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Is there a need for Irish beauty bloggers to be transparent in their product reviews? : A PR and Irish beauty bloggers Insight

Reiter, Sarah (2013) Is there a need for Irish beauty bloggers to be transparent in their product reviews? : A PR and Irish beauty bloggers Insight. Masters thesis, Dublin, National College of Ireland.

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Abstract

In line with developments in technology and online platforms, Irish beauty blogs have increased in popularly over recent years. With this, there has been a rise in the number of blogs and blog readers. This study explores the phenomenon of beauty blogs in Ireland and focuses more specifically on the use of stealth marketing and blogger transparency in product reviews.

The development of a blog is discussed along with key theories that have assisted in the evolution of a blog. The theories discussed include those relating to eWOM (electronic word of mouth) and Web 2.0 in particular. The tools used by marketers when using a blog as a product promotional tool are outlined. The impact of stealth marketing on the credibility of a blog is considered in detail in this context.

In order to gain deeper insights into the research question, it was decided to conduct the research with two sample groups: bloggers and PRs. Based on the philosophies underpinning various research methods and sampling it was found that e-Research was the method best suited to this particular study. This allowed for participants to respond to the research questions presented in their own environment.

Overall two main themes emerged as the outcomes of the research conducted with both groups: the disclosure of the source of a product should be standard practice and, credibility is viewed as being important by both blogger and PR.

As this research was small scale, the findings presented are not is not conclusive. It is recommended that further research be conducted with bloggers and PRs using mixed research methods in order to gain more accurate insights into their views on credibility.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Public Relations
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Web logs. Blogs.
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Web logs. Blogs.
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 29 Nov 2013 12:03
Last Modified: 29 Nov 2013 12:04
URI: http://trap.ncirl.ie/id/eprint/895

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