The primary function of this bachelor thesis is to connect the subject of E-Business models with the web 2.0 phenomenon of weblogs. Therefore it is necessary to ascertain whether blogs can commercially perform as a characteristic of E-Business models. Furthermore, this paper should reveal what specific factors need to be considered and which challenges can occur when professionally operating a blog. Thus the digital economics’ research, for example, the literature of Kollmann, Reynolds or Wirtz, provide a broad base concerning the revenue models and the categorization of classical E-Businesses such as E-Commerce-Websites. However it does not scrutinize the particular requirements of weblogs. On the other hand, the relatively new body of literature about blogs focuses on the software and technological fundamentals, the specific characteristics as well as the different characteristics. Moreover in the year 2016, many professional bloggers exist that can make a living from their publishing occupation. This indicates that weblogs already represent a form of an E-Business model. However, the author does not know of published studies nor papers that have empirically investigated or described the business models of weblogs.
In order to fill that void, the purpose of this bachelor thesis is to provide a systematical guideline from an economic perception in order to establish a weblog. It will include potential risk factors and particular requirements, as the following chapters will enumerate more clearly. Ultimately this paper’s aim is to serve potential future bloggers in gaining knowledge about factors they need to pay attention to from the beginning of their work as well as marketers that need to regard unwritten rules when it comes to working with influencers such as bloggers.
Table of Contents
1 Introduction
1.1 Problem Description
1.2 Objectives
1.3 Scope of Work
2 Theoretical Background
2.1 Weblogs
2.1.1 Authenticity
2.1.2 Interaction
2.1.3 Characteristics
2.2 E-Business Model
2.2.1 Value Proposition
2.2.2 Value Creation Architecture
2.2.3 Revenue Model
3 Methodology of Analysis
3.1 Selection of the Instruments
3.2 Five Forces
4 Analysis of Weblogs
4.1 Classification within E-Business Models
4.2 Value Proposition of Weblogs
4.3 Value Creation Architecture of Weblogs
4.4 Revenue Model
4.4.1 Transaction-based Revenue
4.4.2 Transaction-independent Revenue
4.4.2.1 Display Advertisement
4.4.2.2 Native Advertisement
4.4.3 Expense Factors
4.5 Five Forces
4.5.1 Rivalry among Existing Competitors
4.5.2 Threat of new Entrants
4.5.3 Threat of Substitute Products or Services
4.5.4 Bargaining Power of Customers
4.5.5 Bargaining Power of Suppliers
5 Critical Summary and Evaluation
5.1 Target Achievements
5.2 Prospects
Research Objectives and Key Topics
The primary objective of this thesis is to provide a systematic economic guideline for establishing and operating a weblog as a professional E-Business model. It addresses the lack of empirical research on the specific business requirements of bloggers by analyzing core assets, value creation architectures, and revenue models from an economic perspective.
- Analysis of weblogs as a component of E-Business models.
- Examination of core assets and competencies (authenticity, content creation, distribution).
- Application of the "4C-Net Business Model" to content-driven weblogs.
- Investigation of revenue models including affiliate marketing, display advertising, and native advertising.
- Strategic market analysis using Porter’s Five Forces.
Excerpt from the Book
2.1.1 Authenticity
In order to reach the goal of becoming successful in operating a blog, the blogger needs to generate revenues. To convince clients to purchase advertising space that generates general turnover, it is necessary that recipients believe the published content and trust the blogger’s opinion. Therefore, authenticity is one of the key factors in running a blog that needs to be observed and reflected continuously.
Photos as well as the brief résumé introducing the blogger to the users, are a typical characteristic of the described proximity towards the recipients. This is accompanied by editorials that are formulated in the first person with a casual phrasing. These factors distinguish weblogs as an instrument for authentic communication and coverage that people can trust in.
Credibility is also important for the impact of a message such as in advertorials and articles because users usually scrutinize content. This implies that successful bloggers need to write their subjective articles in a well-balanced style when it comes to critical assessments. Furthermore coefficients of authenticity are neutrality and independence which are crucial due to the following reason: When advertisers collaborate with blogs they offer monetary incentives that might influence the bias of the advertisement. Herewith the authenticity of a weblog can easily disappear. More influencing factors within the superordinate authenticity are clarity, the quality of content as well as the presented knowledge of the product which will all be further evaluated in the analysis chapter.
Summary of Chapters
1 Introduction: This chapter introduces the shift of weblogs from simple diary entries to professional E-Business models and defines the scope of the thesis.
2 Theoretical Background: This section establishes the foundational definitions of weblogs, their core characteristics, and the 4C-Net Business Model framework applied to E-Business.
3 Methodology of Analysis: This chapter justifies the selection of strategic analysis tools, specifically the resource-based view and Porter’s Five Forces, to evaluate weblogs.
4 Analysis of Weblogs: This core chapter provides an in-depth economic assessment of weblogs, covering value proposition, revenue models, and industry competition.
5 Critical Summary and Evaluation: The final chapter synthesizes the findings, discusses target achievements, and provides a future outlook on the professionalization of blogging.
Keywords
Weblogs, E-Business Model, Content-Business, Authenticity, Value Proposition, Value Creation Architecture, Revenue Model, Affiliate Marketing, Native Advertisement, Display Advertisement, Blogger, Digital Economics, Porter’s Five Forces, Brand, User-Generated Content.
Frequently Asked Questions
What is the core focus of this thesis?
The work provides a systematic economic analysis of weblogs to determine how they function as professional E-Business models and what factors determine their commercial success.
Which key topics does the analysis cover?
The paper covers the theoretical foundations of weblogs, their categorization within E-Business, the architecture of content-based value creation, various revenue strategies, and competitive industry analysis.
What is the primary goal of the author?
The goal is to serve as a guideline for potential future bloggers by identifying critical success factors, risk factors, and the "unwritten rules" of working with brands as an influencer.
Which scientific methods are employed?
The thesis utilizes a strategic analysis framework based on the resource-based view (core competencies and assets) and Michael E. Porter’s Five Forces to assess market-based competitive dynamics.
What constitutes the main content of the analysis chapter?
The analysis explains how bloggers classify their business, how they build a value proposition through authenticity, the steps of the value chain, and how they optimize revenue through different advertising formats.
Which keywords characterize this publication?
Key terms include Weblogs, E-Business, Content-Business, Authenticity, Value Proposition, Revenue Models, Affiliate Marketing, and Native Advertisement.
How do bloggers generate revenue according to the thesis?
The thesis distinguishes between transaction-based revenues (e.g., affiliate/performance advertising) and transaction-independent revenues (e.g., display ads and native advertising/advertorials).
Why is authenticity emphasized as a success factor?
Authenticity is essential because the commercial success of a blog is tied to the reader's trust; if this trust is lost due to excessive or poorly labeled advertising, the blog’s core competitive advantage collapses.
- Quote paper
- Carina Schebitz (Author), 2016, Weblogs. A Critical Analysis of a New E-business Model, Munich, GRIN Verlag, https://www.grin.com/document/428190
