Hot Diggity Blog: A Cluster Analysis Examining Motivations and Other Factors for Why People Judge Different Types of Blogs as Credible

Using two-step cluster analysis this study identifies four groups of users who deem seven types of blogs (general information, media/journalism, war, military, political, corporate, and personal blogs) as highly credible. The four groups are each motivated to turn to blogs for many of the same reasons; however, some differences emerged among the groups. In addition, the four user clusters differ on demographic and political characteristics.