sinéad's lifestream

Credibility is important because people are less likely to pay attention to a medium perceived as not being credible and bloggers are communicators whose potential to influence is derived from their credibility i.e., expertise on a subject or perception of being trustworthy, unbiased and independent. Due to the popularity of blogging sites such as Blogger.com with Irish internet users but the estimated low number of actual Irish bloggers, this research investigated if blogs based outside of Ireland are read more often and perceived as being more credible.

It was assumed that non-bloggers would rate blogs based outside of Ireland as more credible than Irish blogs. However, out of a maximum score of 20 the non-bloggers rated Irish blogs with a mean score of 13.02 and non-Irish blogs with 12.64. The mean rating of the credibility of Irish blogs was actually slightly higher, though not significantly so.

Previous research has suggested that the more an individual relies on a source, the higher credibility they attribute to it, and the bloggers did rate the overall credibility of blogs higher than the non-bloggers. However, neither the bloggers nor the non-bloggers rated either Irish blogs or non-Irish blogs as significantly higher in credibility than the other. Incidentally, without a comparison to credibility scores of the traditional forms of Irish media this rating can only be used to compare the two categories investigated – Irish blogs and non-Irish blogs.

Additionally, approximately 50% of both groups said that they read a mixture of both Irish and non-Irish blogs, and approx. 35% said that they primarily read Irish blogs. Both the bloggers and non-bloggers indicated that they believed that blogging was more popular in other countries, and both groups thought that the medium was popular, but not “very popular” worldwide.

At the start of March I seemed pretty intent on beginning an ambitious post graduate research paper on trust formation online. Since then I have done extensive research into the topic and had to narrow down my research area, this is of course due to time/resource constraints (and the discovery of a very similar study published just recently).

Whilst researching trust online, I was quite drawn to all of the research on blogs. The deeper I researched it on an international level (looking at American, Japanese and European literature) the more I realised how interesting it was that as a nation we have not embraced it. Especially considering the overwhelming statistics: In 2007 it was estimated that there were between 50 and 85 million blogs and at their current rate of growth, by 2010 there will be over 500 million blogs. Yet, it has been estimated that there are only about 3,000 or 4,000 Irish bloggers, in comparison to the 12 million bloggers in American or the 8 million bloggers in Japan. Even in the IT industry in Ireland, there is a severe lack of business blogging, despite the obvious benefits.

However, recent statistics published by Amárach claims that almost one in five Irish Internet users have started or contributed to a blog in the past year and if you look at the Alexa.com rankings, Blogger.com is the 10th most visited site by Irish Internet Users. Are there thousands more Irish bloggers out there? That are just unconnected to the blogosphere. Research has shown that some blogs are simply more connected to a blogosphere than others, with some not being connected at all. Or are Irish Internet Users bigger readers than writers? Research has shown that people are less likely to pay attention to a medium perceived as not being credible, and according to some reports trust in blogging in on the decrease (in Ireland) yet other reports show that the majority of Irish Internet users trust consumer opinions posted online.

There is a lot of conflicting data out there. So, naturally I’m fascinated.

I’ll be surveying Irish Internet Users (specifically bloggers and blog readers) to investigate their attitudes, perceptions and motivations, and comparing the results to existing international research. In order to interpret these results, I will also be applying existing social psychology, computer mediated communications and human computer interaction literature.

I’ll also be looking into issues of credibility, liability and the business implications (both positive and negative).

Any thoughts?