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Blogging as a New Form of Academic Scholarship

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New technology does change the platforms by which modern college professors research and communicate new information. As technology changes so does the medium by which academic research and scholarship is formed. According to an article in the Journal of Innovative Higher Education blogging is a new way of publishing academic research and offers a number of benefits that traditional journals do not (Powell, Jacob & Chapman, 2012). It is important to understand that peer reviewed journals are still top of the line as they offer expert reviews of the information and are selective in their publications. The problem is that there selection process may or may not have anything to do with the quality of the scholarship and can limit new ideas based upon subjective quality measures such as writing style, university type, and kind of research. Likewise, peer reviewed journals are a slower process of disseminating information. After 6-12 months from submission date to publication date

How Bloggers Foster Word-of-Mouth Marketing

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Word of Mouth Marketing (WOMM) is a method of transferring knowledge about products and services through social networks. Companies are moving toward using social media marketing methods to encourage their messages to spread into difficult to reach groups. A study of bloggers by Kozinets, et. al. (2010) shows how social media communication works within groups cultural norms. The character of the blogger takes on a new form of endorsement or criticism of products.  In 2008, companies spend $1.54 billion on WOMM initiatives and the amount is expected to increase to $3 billion in 2013 (PQ Media, 2009). The market has a positive impression of independent bloggers and social media users who promote or reject products based upon their unique perspectives.  The types of blogs vary depending on their personality. Some blogs focus on one concept in a niche market while others focus on multiple concepts. The different being the topics of interest to bloggers and what they find int