Type of Document	Thesis
Author	O'Donnell, Patrick W
Author's Email Address	patodonnell@hotmail.com
URN	etd-04102006-133400
Title	The Users and Marketing Efficacy of MP3 Music Blogs
Degree	Master of Science
Department	Communication, Department of
Advisory Committee	Advisor Name Title Steven McClung Committee Chair Jay Rayburn Committee Member Philip Grise Committee Member
Keywords	online marketing uses and gratifications diffusion blogs
Date of Defense	2006-04-03
Availability	unrestricted
Abstract 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.
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