Blogs Favored Over Social Networks, Study Shows

November 22, 2008

(ChattahBox) — The match-up between blogs and social networks as to which one carries out more influence to consumers’ purchasing decisions has been a rather sharp-edged contest with the latter enjoying a slight upper hand when taking common sense into consideration. But with more recent research results, blogging is slowly but surely taking more of its share of the limelight.

Jupiter Research and Web analytics company BuzzLogic recently collaborated on a survey study that revealed how blog readers have found in-link posts to be effective in yielding useful information like product reviews and endorsements.

The study took into consideration the fact that the blogging channel is still a long way from being a mainstream method of promotion, but it’s certainly on its way and it is fast gaining the attention of the e-commerce and advertising world.

Jupiter Research discovered that online shoppers may not be regular blog readers, but for the rest who are keen with it the “connected conversations” in the blogosphere have proven to be more beneficial than search engines and personal recommendations in getting them the useful content they need to make informed buying decisions.

The convincing effects of in-blog links, which is pretty much like the trusted referral system inherent in social networks, have served avid bloggers well and have gained their trust more than its social counterpart did.

Advertisers are expected to gain from readers’ leaning towards their favorite blogs as the survey study further showed that these readers put much trust and confidence on ads strategically placed alongside blog posts. In contrast, it doesn’t help that social networking sites like Facebook and MySpace have a huge stock of systematized personal data as their users are generally more into networking for entertainment and communication purposes.

Putting it all together, the researchers were conclusive that blog ads elicit more favorable responses, which almost always include an eventual purchase – a promising find which should continue to develop as the relatively new media of blogging continues to make its way to the middle of the road.


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