Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/7347
Title: Group level influence on blog's design behaviour
Authors: Ali, Maimunah Binti
Keywords: Blogs;Web design;Group influence;Social identity theory;Culture
Issue Date: 2012
Publisher: Brunel University Brunel Business School PhD Theses
Abstract: The purpose of this research is twofold. Firstly, this research aims to investigate whether the design preferences of bloggers in selected countries from different cultural backgrounds are influenced by national culture traits. The investigation involves two categories of blogs selected within a country where the bloggers share similar attributes such as language or geographical location. Secondly, simultaneously, this research intends to discover the possibility of the impact of group level influence on design preferences of bloggers who are linked together in a network through bloggers’ linkage or blogrolls. To achieve the said purposes, observations on both the global and local blogs of six selected countries are conducted using the content analysis method. This method allows this research to observe web pages and rate design preferences of bloggers via a coding system, similar to the method used to analyse documents or manuscripts to find common themes or keywords. A total of 612 blogs (306 global and 306 local) are observed for a period of nine months to identify cultural traits on design behaviour based on national culture indicators chosen from prominent literatures. To prevent a systematic error, an independent second observer was appointed and the results obtained are compared using a statistical methodology. In addition, translators were also engaged to verify that the translations are of a correct meaning and comprehension since blogs use various national languages on their web pages. The data were statistically tested using SPSS engaging in statistical analysis of frequency table, Cross-Tabulation and cluster analyses and MANOVA. Results shown that design preferences between both the global and local blogs in each country, has significant differences in most of the design indicators chosen. The findings indicate that the national culture influence on design preferences in linked networks of blogs is weakening indicating another type of influence might be in existence. The results also provide evidence that blogs in linked networks are statistically significant as a cluster or a group by themselves and are independent from one cluster to another. The research, however, studies only six countries from six different cultural dimensions. The inclusion of other countries, similar to or different from the countries under investigation, would be an added advantage. Furthermore, the use of only a single type of global blog provider (blogspot.com) in this research could be extended to other global blog providers such as wordpress.com to give fairer coverage of major and popular global blogs as well as providing a wider generalisation effect of the research findings.
Description: This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.
URI: http://bura.brunel.ac.uk/handle/2438/7347
Appears in Collections:Business and Management
Brunel Business School Theses

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