The business of blogging: The balancing act of social and commercial aspects

Lisa Hoang & Jeanne Aunel

Student thesis: Master thesis


As there has been an increase in the commercialization of blogs in recent years and an increased focus on lifestyle tendencies, our study investigates whether the commercial focus will diminish the effect of blogging, that is, the personal recommendation aspect. Consequently, the purpose of the study is to assess the success criteria of blogging when balancing social and commercial aspects. The study is based on qualitative and quantitative data collection, through interviews with bloggers and experts within the industry, as well as an online consumer survey. By means of two main theories, one within social psychology by Susan T. Fiske (2010) and second, a template to assess the business components of a blog by Osterwalder & Pigneur (2010), we evaluate the balance between social and commercial aspects. Through our analysis, we found that the personality of a blogger is key in order to appear credible and authentic which is essential in order to attract both readers and key partners. Our study concludes that it is the interplay between all key players which provides the basis for a successful blog balancing social and commercial aspects, and thus, the essential success criteria of a blog are based on each of the key players benefits and outcomes.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
Publication date2015
Number of pages118