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ABSTRACT
During the past few years, there has been an exponential growth of blogs, and behind these blogs are numerous bloggers who create and manage them. It is widely expected that bloggers armed with their own blogs will make a tremendous impact on both mass communication media and marketers who rely on such media. However, given the widespread use of blogs, there has been little systematic analysis of the factors behind blogging activities. To serve as a stepping-stone, this article presents a model that addresses the relationships among blogging motivations and behaviors, and reports the empirical validation of the model.
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