Yale School of Management Studies Blogs

In their study, the authors set out to explain how blogs become popular despite a number of obstacles to readers such as the large number of blogs available, the variable quality among blogs that feature similar types of content, and blogs' lack of brand equity. The authors argue that blogs differ along two dimensions: the ability to break news and the ability to find news in other blogs. Hence, a consumer learns about the blog's quality from the blog's posts and links.

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