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Abstract

There are millions of blogs available for readers and a lack of existing research on the interactions occurring through the comment-based dialogue between bloggers and their readers. This study examines the comments from 14 blog posts from a well-established lifestyle blog, which yielded 640 unique comments, 25 emergent themes, and three categories for thematic analysis. An inductive approach was used to identify the emergent themes from the blog comments. The results of the study suggest interactions are occurring primarily between the blogger and their readers, with minimal reader-to-reader interaction taking place.

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