Understanding the different types of social support offered by audience to A-list diary-like and informative bloggers.

ABSTRACT

Blogs offer audiences a forum through which they can exchange ideas and provide feedback about the everyday lives and experiences of the bloggers. Such interactions and communication between audiences and bloggers could be regarded as a kind of social support. The present study aims to identify and compare the types of social support offered by audiences to continuous popular diary-like and informative bloggers, and to explore the possible benefits that bloggers may obtain from such social support. Content analysis was used to analyze the 485 and 390 comments provided by the audiences to the A-list diary-like and informative blog posts, respectively. Results reveal that validation, compliment, and encouragement are the most common types of social support given by audiences to A-list bloggers. Chi-square test results show that the audiences offer more encouragement-type of social support to diary-like bloggers and more complimentary and informational social support to informative bloggers. Such types of social support may enhance A-list bloggers' self-esteem, boost their confidence, promote their self-understanding, and help them obtain the benefits of social validation, which in turn encourage bloggers to commit continuous self-disclosure.