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An empirical model of corporate blog impact in marketing communications

Published: 22 June 2012 Publication History

Abstract

Blogs are becoming increasing presences in consumers' habits and many of them base their opinions on information found online. As a result, companies need to include them in their branding and marketing research efforts. But out of the millions of weblogs on the Internet which should be used and which not? And should companies start to use their own (corporate) blogs as part of online marketing strategies? In this paper we report a survey aimed at findings which are the assets of a successful blog, using consumers' perspective and we present an empirical blog success model based on them.

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  1. An empirical model of corporate blog impact in marketing communications

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      CompSysTech '12: Proceedings of the 13th International Conference on Computer Systems and Technologies
      June 2012
      440 pages
      ISBN:9781450311939
      DOI:10.1145/2383276
      Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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      Published: 22 June 2012

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      Author Tags

      1. blogosphere
      2. e-consumers
      3. social networks
      4. web2.0

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