This paper examined the users and marketing efficacy of MP3 music blogs. MP3 blogs are a specific type of blog that feature posts about musicians and have sample MP3s available for download. This study found that artists looking to gain access to an early adopter and non-mainstream music audience might find some success approaching blogs as a promotional tool with the hopes that blog chatter would influence a larger, more mainstream music audience, but would not likely generate sales within the core readership by simply making songs available for download. A factor analysis identified four uses for music blogs: free music, learn about a band, be in on the buzz, and library building. Qualitative data added a fifth use, being a part of the blog culture and community. Regression demonstrated that using blogs for the purpose of obtaining free music negatively affected album purchases. / A Thesis Submitted to the Department of Communication in Partial Fulfillment of the Requirements for the Degree of Master of Science. / Spring Semester, 2006. / April 3, 2006. / Philip Grise, Uses and Gratifications, Online Marketing, Blogs / Includes bibliographical references. / Steven McClung, Professor Directing Thesis; Jay Rayburn, Committee Member; Philip Grise, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_180662 |
| Contributors | O’Donnell, Patrick W. (authoraut), McClung, Steven (professor directing thesis), Rayburn, Jay (committee member), Grise, Philip (committee member), School of Communication (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
Page generated in 0.0016 seconds