Relevant bibliographies by topics / Corporate Blogs

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Corporate Blogs'

Author: Grafiati
Published: 4 June 2021
Last updated: 27 April 2022

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Journal articles on the topic "Corporate Blogs"

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Koenig, Nils, and Christopher Schlaegel. "Effects of design characteristics on corporate blog acceptance." Management Research Review 37, no. 4 (March 11, 2014): 409–40. http://dx.doi.org/10.1108/mrr-11-2012-0253.

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Purpose – The purpose of this study is to identify corporate blog design characteristics that positively influence the view of actual and potential corporate blog users. Moreover, based on the technology acceptance model (TAM), the paper examines the specific mechanism through which corporate blog design characteristics influence the acceptance of corporate blogs and assess the cross-country applicability of the developed framework. Design/methodology/approach – Based on primary data of 992 individuals in three countries (Germany, Russia, and the USA), the paper tests the identified design characteristics and the proposed framework using exploratory and confirmatory factor analysis (CFA), multi-group confirmatory factor analysis, and structural equation modeling. Findings – The results show the applicability of the TAM in the context of corporate blogs. Blog management and usability were found to be key determinants of perceived ease of use. Entertainment value as well as content value and interaction positively affect perceived enjoyment. Content value as well as blog management and usability are the key determinants of perceived usefulness of corporate blogs. Mediation tests revealed a partial mediation of the distal corporate blog design characteristics on attitude and usage intention by the proximal TAM elements. Research limitations/implications – The sample was self-selected from internet users and a limited number of countries. Associations with and understanding of the term “corporate blog” might vary between internet users as well as between the three focus countries. Practical implications – Based on the research, companies are better able to adapt corporate blogs to target group characteristics and thus can better reach communication goals. The research can be used both for the establishment of new corporate blogs as well as for the adaptation of existing corporate blogs. Originality/value – This study contributes to the existing literature by identifying and examining design characteristics that affect individuals' perceptions of corporate blogs. Furthermore, this is the first large-scale cross-country study in this research context that identifies the mechanism through which firms can actively influence the perceived usefulness, ease of use, and enjoyment of corporate blogs, which is important to better understand individuals' acceptance of corporate blogs in different national contexts.
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Sinha, Nidhi. "Corporate Blogs." International Journal of Virtual Communities and Social Networking 6, no. 2 (April 2014): 37–48. http://dx.doi.org/10.4018/ijvcsn.2014040103.

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As economic challenges and pressures for businesses mount, marketing teams are faced with major decisions. While widespread consumer anxiety results in dwindling businesses, marketing budget allocations are hit by cutbacks and marketers face the challenge of better market performance in a restrained economy. Investments and organizational objectives have been reframed. While retention of market share appears the biggest thought, equally important is to continue to build the product or service's customer base and avoid losing brand value during constrained times. The need is to reorganize brand portfolios, rethink spending approaches, generate more fine-grained customer insights, overhaul pricing and segment management and restructure sales, service, and channel strategies. Better brand positioning and appropriate use of technological tools enables shrinking the budgets for marketing resource allocation. In this context, brand positioning gains importance as a strategic marketing function. It further becomes vital for organizations to recognize the consumer as a significant dimension in evaluating and positioning organizational brands. This can be achieved through adoption of appropriate brand management strategies. In this paper, the authors explore the use of organizational blogs for increasing consumer brand knowledge. Blogging is shaping into a useful organizational tool for brand propagation and interaction with consumers with several corporates having effectively launched Corporate Blogs, thereby shaping consumer perception, by adding to consumer knowledge about organizations, brands and products. In this paper the researcher analyses the improvement in Consumer brand knowledge by exposure of the consumer to a corporate blog. A simulated lab environment is created where a set of consumers are exposed to a brand blog for a period of ten minutes. The variation in levels of consumer brand knowledge is calculated. Future scope of work is outlined in measuring the variation in consumer sentiment pertaining to a brand before and after increase in a consumer's knowledge pertaining to a brand. Subsequently Brand knowledge maps will be developed to measure the results empirically. In the era of consumer empowerment, the average consumer is faced with numerous product and brand choices. In a fiercely competitive environment, organizations who want to retain their consumers and increase consumer-brand loyalty need to focus on increasing the consumer's knowledge about the brand.
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Colton, Deborah A. "Antecedents of consumer attitudes’ toward corporate blogs." Journal of Research in Interactive Marketing 12, no. 1 (March 12, 2018): 94–104. http://dx.doi.org/10.1108/jrim-08-2017-0075.

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Purpose The purpose of this study is to examine the antecedents of consumers’ attitude toward corporate blogs. The antecedents include credibility, involvement and attitude toward the corporation. Blog is one marketing communications tool that has seen considerable growth in the past few years. Understanding the antecedents of attitudes toward corporate blogs may benefit practitioners responsible for communications strategies. Design/methodology/approach A pilot study was conducted to address any issues with the survey or stimuli. The main study involved 219 participants that viewed a corporate blog in a lab and then completed a survey. The data were analyzed using moderated regression. Findings The results show blogging involvement, blog credibility and attitude toward the corporation are related to attitude toward the corporate blog. Corporate image consistency did not moderate the relationship between attitude toward the corporation are attitude toward the corporate blog. Research limitations/implications This study used a convenience sample thus reducing the generalizability of the findings. The stimulus was limited to a well-known electronics firm. The findings may differ for other product categories and organizations. Practical implications Marketing communications strategies are becoming more dependent on social media to reach target audiences. When using social media, organizations should focus on building credibility of their blogs. Social media strategies should consider target markets that are more involved with the specific social media. Originality/value This study examines the importance of involvement, credibility and attitude toward the corporation in the context of corporate blogging.
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Tarczydło, Beata, and Anna Kondak. "Generating values via corporate blog. Case study." Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie 18, no. 3 (September 29, 2017): 119–0. http://dx.doi.org/10.5604/01.3001.0010.6492.

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The purpose of the discussions and research undertaken was to bring the generation problem closer values (and the attempt to identify their types) for the stakeholders resulting from the use of a corporate blog. It was necessary to conduct detailed literature research and analysis of available research referring to corporate blogs. Also, the author’s own quality research was prepared and carried out. Its basic method was a case study made for the blog of Orange brand. The author starts with a definition of corporate blog, indicates its types and strategy of its methodical running. Next, market determinants and trends are presented as well as their influence on the efficiency of analysed object management. Special attention is focused on the process of generating values via corporate blog. The The case study of Orange brand blog has provided a number of important information about how to effectively run a business blog, which can be a valuable source of information for other marketers doing blogging. The results of the considerations and research may be relevant for scientists interested in developing knowledge in the area of managing values generated by corporate blogs.
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Leopold, Meike. "Corporate Blogs als Türöffner — Fallbeispiel Cirquent." HMD Praxis der Wirtschaftsinformatik 49, no. 5 (October 2012): 14–24. http://dx.doi.org/10.1007/bf03340733.

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Goźdź-Roszkowski, Stanisław, and Katarzyna Fronczak. ""You Don't Have Time to Think Up There. If You Think You're Dead" – A Corpus-assisted Study of Discursive Strategies to Engage Readers in Corporate Blogs." Research in Language 18, no. 1 (March 30, 2020): 69–87. http://dx.doi.org/10.18778/1731-7533.18.1.05.

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This study investigates recurrent language resources employed in corporate blogs to connect with readers and (to a lesser extent) express authorial positions. It is based on the premise that constructing identity and enhancing image underpins most, if not all, corporate discourse and blogs are no exception. Based on a corpus of 500 different posts (totalling 318,296 words) from the Business Process Outsourcing and Information Technology sectors, we use standard Corpus Linguistics (Partington et al. 2013) techniques (keywords, cluster analysis, concordancing) to identify linguistic features associated with the expression of engagement: reader pronouns and their co-occurrence with selected modal verbs, questions, adverbs marking shared knowledge and directives. These are then interpreted in in terms of a model of textual interactions proposed in Hyland (2005). We argue that the communication found in this relatively new and underresearched genre is essentially effected one-way establishing a pseudo-dialogue, with virtually no or very low level of interactivity between blog writers and blog readers.
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Pikas, Christina K., Jessica Baumgart, Kelly Drahzal, and Jordan Frank. "Blogs and Wikis in the corporate world." Proceedings of the American Society for Information Science and Technology 44, no. 1 (October 24, 2008): 1–2. http://dx.doi.org/10.1002/meet.145044017.

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Koenig, Nils. "Acceptance of Corporate Blogs by Internet Users." Corporate Reputation Review 17, no. 2 (April 2014): 114–37. http://dx.doi.org/10.1057/crr.2014.3.

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Lee, Chien-Ching. "Teaching Evidence-Based Writing Using Corporate Blogs." IEEE Transactions on Professional Communication 56, no. 3 (September 2013): 242–55. http://dx.doi.org/10.1109/tpc.2013.2273117.

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Cortini, Michela. "From Corporate Websites to Corporate Blogs: New Frontiers of Organizational Communication." International Journal of Knowledge, Culture, and Change Management: Annual Review 8, no. 1 (2008): 1–8. http://dx.doi.org/10.18848/1447-9524/cgp/v08i01/50468.

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Dissertations / Theses on the topic "Corporate Blogs"

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König, Nils [Verfasser], Christopher [Akademischer Betreuer] Schlägel, and Abdolkarim [Akademischer Betreuer] Sadrieh. "What makes corporate blogs successful? : an international investigation of corporate blogging practices and corporate blog acceptance / Nils König. Betreuer: Christopher Schlägel ; Abdolkarim Sadrieh." Magdeburg : Universitätsbibliothek, 2013. http://d-nb.info/1054420998/34.

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König, Nils Verfasser], Christopher [Akademischer Betreuer] [Schlägel, and Abdolkarim [Akademischer Betreuer] Sadrieh. "What makes corporate blogs successful? : an international investigation of corporate blogging practices and corporate blog acceptance / Nils König. Betreuer: Christopher Schlägel ; Abdolkarim Sadrieh." Magdeburg : Universitätsbibliothek, 2013. http://nbn-resolving.de/urn:nbn:de:gbv:ma9:1-4062.

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Gardin, Josy Alvarenga Carvalho. "Criação de conhecimento em blogs corporativos." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2010. http://hdl.handle.net/10183/26499.

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O conhecimento é considerado um dos principais ativos de uma empresa. É ele que permite à empresa agregar valor aos seus produtos, solucionar problemas e produzir novos conhecimentos a partir dos já existentes. A criação de conhecimento é entendida como um processo de transformação colaborativa e de caráter dinâmico, que tem como base a interação dos indivíduos como agentes sociais no contexto organizacional. Nesse sentido, assume-se nesse trabalho que a criação de conhecimento depende da mobilização cognitiva e da legitimação social, e que a média gerência exerce a importante função de mediadora de tal processo. A partir de um estudo do blog corporativo de duas construtoras, este trabalho teve como objetivo analisar os resultados do blog em relação à criação de conhecimento para tais empresas. Os dados foram coletados através de entrevistas com os gerentes e questionário semi-estruturado direcionado aos colaboradores de diferentes setores da empresa. Os dados foram analisados através da técnica de análise de conteúdo do tipo temática na identificação e priorização dos conteúdos presentes nas entrevistas. Os resultados indicaram que os elementos que interferem na criação de conhecimento para as empresas através do uso de blogs corporativos são: a interação que ocorre entre o usuário e a empresa, o processo de implantação do blog, a validação do blog pela alta gerência, o comprometimento e a disciplina dos responsáveis pela manutenção do blog, o envolvimento dos funcionários de diferentes departamentos da empresa com o blog e a atuação da média gerência como ativista ou trabalhadora do conhecimento. Assim, o blog pode proporcionar criação de conhecimento à empresa, no entanto, para que isso ocorra é necessário que a empresa consiga estabelecer um processo de análise da informação e colaboração captada no blog e que ocorra a mobilização cognitiva e a legitimação social tanto dos funcionários quanto da diretoria da empresa. Portanto, embora os resultados indiquem que os blogs corporativos permitem a criação de conhecimento para a empresa, fica evidente que este não é o objetivo que orienta a sua implantação.
Knowledge is considered one of the main assets of a company. It allows the company to add value to its products, solve problems and produce new knowledge from existing ones. The knowledge creation is understood as a collaborative transformation process and it has a dynamic character, which is based on the interaction of individuals as social agents in the organizational context. In this sense, it is assumed in this paper that the knowledge creation depends on the cognitive mobilization and social legitimacy, and middle management has an important role of mediating such a process. By studying the corporate blogs of two construction companies, this paper aimed to analyze how the blogs results relate to the knowledge creation for both companies. Data were collected through interviews-with managers and semi-structured questionnaire directed to workers from different sectors of the company. Data were analyzed using the thematic content analysis to identify and prioritize the contents of the interviews. The results indicated that the factors which influence the knowledge creation for companies through the use of corporate blogs are: the interaction that occurs between the user and the company, the blog deployment process, the blog validation by senior management, the commitment and discipline of those responsible for maintaining the blog, the involvement with the blog by different departments employees in the company and the middle managers role as knowledge activist or worker. Thus, the blog can provide knowledge creation to the company, however, for this to occur it is necessary that the company establish an information analysis process and collaboration captured on the blog and the cognitive mobilization and social legitimacy must occur for both employees and the company's board. Therefore, although results indicate that corporate blogs allow the knowledge creation for the company, it is evident this is not the goal that guides its deployment.
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Tsai, Yi-Jong. "Exploratory study on corporate blogs potential of corporate blogging to be a new public relations tool /." [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0014743.

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Seifert, Stefanie. "Managementprozess externer Unternehmenskommunikation über das Medium Corporate Blog." Saechsische Landesbibliothek- Staats- und Universitaetsbibliothek Dresden, 2014. http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-152374.

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Corporate Blogs sind für die externe Unternehmenskommunikation ein wichtiges, aber zu Teilen noch recht unerforschtes Medium. Der Forschungsstand weist in diesem Feld einen eher grundlagenbildenden Charakter auf. Die Frage wie der Managementprozess externer Unternehmenskommunikation von den Akteuren gestaltet wird und welche Strukturen sowie Regeln diesen Prozess begleiten, sind bisher unbeantwortet geblieben. Diese Forschungslücke soll mittels problemzentrierter Interviews mit den beteiligten Unternehmensakteuren und einer anschließenden Inhaltsanalyse geschlossen werden.
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Wu, Y. "A corpus-based register analysis of corporate blogs : text types and linguistic features." Thesis, University of Liverpool, 2016. http://livrepository.liverpool.ac.uk/3000395/.

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A main theme in sociolinguistics is register variation, a situation and use dependent variation of language. Numerous studies have provided evidence of linguistic variation across situations of use in English. However, very little attention has been paid to the language of corporate blogs (CBs), which is often seen as an emerging genre of computer-mediated communication (CMC). Previous studies on blogs and corporate blogs have provided important information about their linguistic features as well as functions; however, our understanding of the linguistic variation in corporate blogs remains limited in particular ways, because many of these previous studies have focused on individual linguistic features, rather than how features interact and what the possible relations between forms (linguistic features) and functions are. Given these limitations, it would be necessary to have a more systematic perspective on linguistic variation in corporate blogs. In order to study register variation in corporate blogs more systematically, a combined framework rooted in Systemic Functional Linguistics (SFL), and register theories (e.g., Biber, 1988, 1995; Halliday & Hasan, 1989) is adopted. This combination is based on some common grounds they share, which concern the functional view of language, co-occurrence patterns of linguistic features, and the importance of large corpora to linguistic research. Guided by this framework, this thesis aims to: 1) investigate the functional linguistic variations in corporate blogs, and identify the text types that are distinguished linguistically, as well as how the CB text types cut across CB industry-categories, and 2) to identify salient linguistic differences across text types in corporate blogs in the configuration of the three components of the context of situation - field, tenor, and mode of discourse. In order to achieve these goals, a 590,520-word corpus consisting of 1,020 textual posts from 41 top-ranked corporate blogs is created and mapped onto the combined framework which consists of Biber’s multi-dimensional (MD) approach and Halliday’s SFL. Accordingly, two sets of empirical analyses are conducted one after another in this research project. At first, by using a corpus-based MD approach which applies multivariate statistical techniques (including factor analysis and cluster analysis) to the investigation of register variation, CB text types are identified; and then, some linguistic features, including the most common verbs and their process types, personal pronouns, modals, lexical density, and grammatical complexity, are selected from language metafunctions of mode, tenor and field within the SFL framework, and their linguistic differences across different text types are analysed. The results of these analyses not only show that the corporate blog is a hybrid genre, representing a combination of various text types, which serve to achieve different communicative purposes and functional goals, but also exhibit a close relationship between certain text types and particular industries, which means the CB texts categorized into a certain text type are mainly from a particular industry. On this basis, the lexical and grammatical features (i.e., the most common verbs, pronouns, modal verbs, lexical density and grammatical complexity) associated with Halliday’s metafunctions are further explored and compared across six text types. It is found that language features which are related to field, tenor and mode in corporate blogs demonstrate a dynamic nature: centring on an interpersonal function, the online blogs in a business setting are basically used for the purposes of sales, customer relationship management and branding. This research project contributes to the existing field of knowledge in the following ways: Firstly, it develops the methodology used in corpus investigation of language variation, and paves the way for further research into corporate blogs and other forms of electronic communication and, more generally, for researchers engaging in corpus-based investigations of other language varieties. Secondly, it adds greatly to a description of corporate blog as a language variety in its own right, which includes different text types identified in CB discourse, and some linguistic features realized in the context of situation. This highlights the fact that corporate blogs cannot be regarded as a simple discourse; rather, they vary according to text types and context of situation.
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Pallez, Marianne Ambre. "Exploratory study of corporate social responsibility: blogs as a communication tool to enhance company-stakeholders relationships." reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/11288.

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Submitted by Marianne Ambre Pallez (marianne.pallez@gmail.com) on 2013-11-10T15:54:18Z No. of bitstreams: 1 Thesis MARIANNE AMBRE PALLEZ_FGV 2013.pdf: 1268224 bytes, checksum: 9c86ea2f393da9c186772c7248813b09 (MD5)
Rejected by Eliene Soares da Silva (eliene.silva@fgv.br), reason: Marianne, Please correct a word on the second page: where is written : Tese apresentada, please correct to Dissertação apresentada. In Brazil, Tese are only for students of Doctorate. Correct this word and then upload the file again. Best, Eliene Soares on 2013-11-11T18:32:19Z (GMT)
Submitted by Marianne Ambre Pallez (marianne.pallez@gmail.com) on 2013-11-12T11:28:05Z No. of bitstreams: 1 Thesis MARIANNE AMBRE PALLEZ_FGV 2013_v2.pdf: 1268785 bytes, checksum: 664153810c60219c83a4779c958e8617 (MD5)
Rejected by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br), reason: Prezada Marianne, A submissão foi rejeitada por alteração no título, sem relatos na ata. Conforme título anterior "EXPLORATORY STUDY OF CORPORATE SOCIAL RESPONSIBILITY COMPANY BLOGS: A COMMUNICATION TOOL TO ENHANCE COMPANY-STAKEHOLDERS RELATIONSHIPS?", qualquer alteração é necessário que o orientador compareça à Secretaria para relatar no verso da ata. Luana - 3799-7852 on 2013-11-13T12:57:36Z (GMT)
Submitted by Marianne Ambre Pallez (marianne.pallez@gmail.com) on 2013-11-14T21:12:36Z No. of bitstreams: 1 Thesis MARIANNE AMBRE PALLEZ_FGV 2013_v3.pdf: 1268785 bytes, checksum: 664153810c60219c83a4779c958e8617 (MD5)
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O conceito de responsabilidade social corporativa (RSE) evoluiu gradualmente do objetivo de satisfazer as expectativas dos acionistas para o cumprimento das expectativas das partes interessadas. Tornou-se um conceito amplamente aceitado e promovido como as empresas enfrentam maiores pressões de atores internos e externos para cumprir objetivos sociais maiores. Assim, elas cada vez mais comunicam sobre os esforços de responsabilidade social delas, a fim de fomentar a confiança e o envolvimento dos stakeholders. Mas o aumento da cidadania global e as novas tecnologias de informação e de comunicação – como as mídias sociaias – está criando uma paisagem desafiador para a comunicação RSE, se traduzindo em escrutínio e ceticismo do público. No entanto, também está criando novas oportunidades para as empresas compartilhar e interagir com as partes interessadas. O estudo analisa especificamente como os blogs corporativos dedicados à comunicação RSE conseguem melhorar as relações entre as empresas e as partes interessadas. Esta pesquisa exploratória da estrutura e das mensagens de 9 blogs corporativos, é baseada em um quadro de análise sobre comunicação RSE em plataformas de mídias sociais desenvolvido por Gomez e Chalmeta (2013). O quadro está melhorado e adaptado para blogs graças à literatura sobre comunicação RSE, mídias sociais e blogs corporativos. Os resultados demonstram que o uso de características de blogs como apresentação, conteúdo e interatividade, é diversificado e reflete estratégias diferentes de comunicação RSE. Blogs permitem às empresas aumentar a visibilidade da comunicação RSE, melhorar a credibilidade e a legitimidade dos esforços de responsabilidade social, e também trazer discussões com os stakeholders. No entanto, demonstramos que as características e recursos dos blogs raramente são totalmente desenvolvidos, sugerindo avenidas para a melhoria no campo da comunicação nas mídias sociais. Especificamente, o uso da interatividade para criar relações baseadas em diálogo entre empresas e stakeholders está até atrasado em relação à extensão das oportunidades oferecidas pelos blogs. Além disso, o grau de utilização das ferramentas de blogs determina a eficácia da comunicação de RSE 2.0 das empresas na criação de relações empresa-stakeholder.
The corporate social responsibility (CSR) concept has gradually evolved from the objective of fulfilling shareholders’ expectations to the one of fulfilling stakeholders’ expectations. It has become a widely accepted and promoted concept as companies face increased constraints from external and internal actors to fulfill broader social goals. Hence, they increasingly communicate about their CSR efforts, in order to foster confidence and involvement of stakeholders. But the rise of global citizenship and new information and communication technologies such as social media is creating a challenging landscape for CSR communication as it translates into additional scrutiny and skepticism from the public. However, it also creates new opportunities for companies to further share and engage with stakeholders. This study analyzes specifically how corporate blogs dedicated to communication about CSR manage to enhance company-stakeholder relationships. This exploratory research of the structure and postings of 9 corporate blogs is based on a framework about CSR communication on social media platforms developed by Gomez and Chalmeta (2013), which is improved and adapted to CSR blogging on the basis of literature about CSR communication theories, social media, and the corporate blogging phenomenon. Results demonstrate that the usage of features such as presentation, content and interactivity is diverse and reflects different CSR communication strategies. Blogs allow companies to increase the visibility of their CSR communication, to improve the credibility and legitimacy of their CSR endeavors, and to bring about discussions with their stakeholders. However, we argue that features and resources of blogs are rarely fully developed, suggesting avenues for improvement in the field of social media communication. More specifically, the usage of interactivity as a means of creating dialogue-based relations is still lagging behind the extent of opportunities offered by blogs. Moreover, the degree of utilization of blog tools determines the effectiveness of companies’ CSR 2.0 communication in the improvement of company-stakeholder relationships.
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Constantino, Irina Alexandra Rodrigues Martins. "O Potencial de Comunicação dos Blogues Corporativos: O Caso do Blogue LX Sustentável." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/3377.

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Mestrado em Marketing
Num contexto de globalização e massificação das diferentes plataformas que compõem a Media Social, importa cada vez mais clarificar o seu conceito, as suas implicações no panorama empresarial e qual o seu papel na consecução dos objectivos das empresas. Este estudo, exploratório e descritivo, foi realizado com o propósito de compreender o enquadramento subjacente à criação e implementação de um blogue corporativo e observar o seu potencial enquanto meio de comunicação, tendo por base um estudo de caso único. Os dados para o desenvolvimento do estudo de caso foram obtidos através da realização de entrevistas semi-estruturadas, análise documental e observação directa, e submetidos a uma análise de conteúdo. Os resultados obtidos mostraram que, em termos estratégicos, os blogues podem constituir um factor de diferenciação na forma como as empresas comunicam, funcionando como canais transversais a toda a estrutura organizacional e permitindo às empresas comunicar de uma forma integrada e articulada, num tom mais informal e autêntico, e com menores custos. Observou-se ainda que os blogues corporativos podem servir como ferramentas de posicionamento das empresas, aumentando a sua notoriedade e credibilidade junto dos seus stakeholders e estabelecendo pontes para parcerias. Em suma, os blogues corporativos podem representar um meio de comunicação e de relacionamento com os diversos stakeholders das empresas mas, também, de brand enhancement e de posicionamento.
In a context of globalization and massification of the various platforms that comprise Social Media, it is increasingly important to clear its concept, its implications on the business landscape and what is their role in achieving the objectives of companies. This study, exploratory and descriptive, was carried out in order to understand the underlying framework to create and implement a corporate blog and to observe its potential as a means of communication, based on a single case study. The data for developing the case study were obtained by conducting semi-structured interviews, document analysis and direct observation, and subjected to content analysis. The results showed that, in strategic terms, blogs can be a differentiating factor in how companies communicate, functioning as channels across the entire organizational structure and allowing businesses to communicate in an integrated and coordinated manner, in a more informal and authentic tone, and at less cost. It was also observed that corporate blogs may serve as tools for positioning companies, increasing their visibility and credibility with its stakeholders and building bridges for partnerships. In short, corporate blogs may represent means of communication and relationship with various stakeholders of the companies, but also for brand enhancement and positioning.
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Göhring, Martina, and Alexej Michaeli. "Kundengemeinschaften im Web 2.0: Blogstrategien im Kundenmanagement." Saechsische Landesbibliothek- Staats- und Universitaetsbibliothek Dresden, 2014. http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-139706.

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Ein Unternehmen steht vor der Entscheidung, ein Kundenbeziehungsprogramm über’s Internet unter Einsatz neuer Technologien aufzusetzen. Vor dem Hintergrund, dass längst nicht mehr jedes Produkt und jede Dienstleistung durch Vertriebsmitarbeiter persönlich vermarktet werden können, da die Breite und Tiefe von Sortimenten und Produktvarianten sowie die Vielfalt und Komplexität von Produkten in ihrem Anwendungszusammenhang von Einzelpersonen mit ausschließlich vertrieblichem Hintergrund kaum mehr erfasst werden können, entsteht die Notwendigkeit, andere Wege für Marketing- und Vertriebskanäle zu entwickeln, um den immensen Informations- und Wissensbedarf der Kunden und potentiellen Interessenten abdecken zu können. Dazu hat die T-Systems Multimedia Solutions GmbH in Dresden eine Vorgehensweise für die Marketingplanung und konsequente Durchführung von Kundenmanagementprogrammen entwickelt. Die Marketingstrategie setzt dabei auf einen systematischen Aufbau und Ausbau von Kundengemeinschaften im Internet mit Corporate Blogging. In diesem Beitrag wird nicht näher auf grundsätzliche Definitionen und Methoden eingegangen. Die Kenntnisse dazu werden vorausgesetzt bzw. es werden dazu Literaturempfehlungen gegeben. Der Beitrag beschreibt die konkrete Planung, Umsetzung und die Erfahrungen mit dem Einsatz von Corporate Blogs als Gestaltungsinstrumente für modernes Kundenmanagement. (...)
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Lasta, Elisangela. "Processos comunicacionais na mídia digital: estratégias sociotécnicas de visibilidade e legitimidade nos blogs corporativos." Universidade Federal de Santa Maria, 2012. http://repositorio.ufsm.br/handle/1/6320.

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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
This dissertation has as its theme the communication processes developed organizations in the digital media / corporate blog, which is enclosed in the examination of socio-technical strategies of visibility and legitimacy undertaken in 16 blogs the corporate Medium-Large Business and Large Business of the blogsphere Brazilian. The overall objective is to develop an array of strategies for socio-technical visibility and legitimacy for corporate blogs with the intention of responding to problem: what strategies sociotechnical practiced organizations in promoting corporate blogs that search visibility and legitimacy '. The methodology uses empirical research proposal mediated computer (Johnson, 2010), from two main methods for research qualitative: the hidden field observation and non-participatory and triangulation methodological techniques. The theoretical approach and methodology developed in this research focused on the finding that 68.75% of companies are conspicuous by their field of study sociotechnical strategy of visibility positioned at the level of relationship intermediate and 75% by sociotechnical strategy of legitimacy positioning also returned to the relationship and intermediate level. The positioning of relationship besides having preferably is at intermediate level and therefore absorbed in the socio-technical strategies of visibility and legitimacy in more than half corporate blogs the field of study.
A presente dissertação tem como tema os processos comunicacionais desenvolvidos pelas organizações na mídia digital/blog corporativo, que é delimitado no exame das estratégias sociotécnicas de visibilidade e legitimidade empreendidas em 16 blogs corporativos das Médias-Grandes Empresas e Grandes Empresas da blogosfera brasileira. O objetivo geral é desenvolver uma matriz de estratégias sociotécnicas de visibilidade e legitimidade para os blogs corporativos com o intento de responder à problemática: quais estratégias sociotécnicas praticadas nos blogs corporativos pelas organizações promovem a busca de visibilidade e legitimidade?. A metodologia utiliza a proposta de pesquisa empírica mediada por computador (JOHNSON, 2010), a partir de dois principais métodos para pesquisas qualitativas: a observação de campo encoberta e não participativa e a triangulação de técnicas metodológicas. O percurso teórico e metodológico desenvolvido nessa pesquisa incidiu na constatação de que 68,75% das empresas do campo de estudo primam pela estratégia sociotécnica de visibilidade com posicionamento de relacionamento no nível intermediário e 75% pela estratégia sociotécnica de legitimidade com posicionamento também voltado ao relacionamento e com nível intermediário. O posicionamento de relacionamento além de ter preferência se encontra em nível intermediário e, portanto, absorvido nas estratégias sociotécnicas de visibilidade e legitimidade em mais da metade dos blogs corporativos do campo de estudo.
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Books on the topic "Corporate Blogs"

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Mishra, Smeeta. Executive blogging: Indian corporate heads in the blogosphere. Ahmedabad: Indian Institute of Management, 2010.

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Preeti, Chaturvedi, ed. Corporate blogging in India. New Delhi: Wisdom Tree, 2009.

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Cass, John. Strategies and tools for corporate blogging. Amsterdam: Butterworth Heinemann, 2007.

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Chantelle, Flannery, ed. Corporate blogging for dummies. Hoboken, N.J: Wiley, 2010.

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Dyck, Alexander. Who blows the whistle on corporate fraud? Cambridge, MA: National Bureau of Economic Research, 2007.

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Results rule!: Build a culture that blows the competition away. Hoboken, NJ: John Wiley & Sons, 2006.

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For whom the whistle blows: Advancing corporate compliance and integrity efforts in the era of Dodd-Frank. Santa Monica, CA: Rand, 2011.

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Strategies and Tools for Corporate Blogging. Butterworth-Heinemann, 2007.

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Weil, Debbie. The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right. Portfolio Hardcover, 2006.

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Abbate, Sandro. Text und Konzeption im Content Marketing: Alle wichtigen Grundlagen für Print, Web, Corporate Blogs und Social Media. Springer Gabler, 2017.

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Book chapters on the topic "Corporate Blogs"

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Meinel, Christoph, Justus Broß, Philipp Berger, and Patrick Hennig. "Continent of Corporate-Blogs: Use Case – SAP Blog." In Blogosphere and its Exploration, 61–71. Berlin, Heidelberg: Springer Berlin Heidelberg, 2015. http://dx.doi.org/10.1007/978-3-662-44409-2_8.

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Bernet, Marcel. "Corporate Blogs: wo der Dialog beginnt." In Social Media in der Medienarbeit, 107–16. Wiesbaden: VS Verlag für Sozialwissenschaften, 2010. http://dx.doi.org/10.1007/978-3-531-92059-7_12.

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Moss, Christoph, and Jill-Catrin Heurich. "Sprachliche Stilistik von Weblogs, Corporate Blogs & Zeitungskommentaren." In essentials, 1–3. Wiesbaden: Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-08914-6_1.

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Ma, Shanshan, and Qiping Zhang. "A Study on Content and Management Style of Corporate Blogs." In Online Communities and Social Computing, 116–23. Berlin, Heidelberg: Springer Berlin Heidelberg, 2007. http://dx.doi.org/10.1007/978-3-540-73257-0_13.

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Rožukalne, Anda. "Corporate Blogosphere in Latvia: Topics, Functions and Authors of Business Blogs." In Kulturspezifik in der europäischen Wirtschaftskommunikation, 195–207. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01236-6_12.

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Fernández-Cardador, Pedro, Ángel Hernández-García, and Santiago Iglesias-Pradas. "A “Collaborative Me” Crossroad: Individual Beliefs and the Adoption of Corporate Blogs." In Lecture Notes in Management and Industrial Engineering, 19–26. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-04705-8_2.

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Schach, Annika. "Blogbeitrag (Corporate Blog)." In Advertorial, Blogbeitrag, Content-Strategie & Co., 55–62. Wiesbaden: Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-05492-2_5.

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Pinjamaa, Noora. "Evolution of the Blog Genre: The Emergence of the Corporate Personal Blog." In Lecture Notes in Business Information Processing, 3–15. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-43597-8_1.

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Berendt, Bettina, and Daniel Trümper. "Semantics-Based Analysis and Navigation of Heterogeneous Text Corpora: The Porpoise News and Blogs Engine." In Web Mining Applications in E-commerce and E-services, 45–64. Berlin, Heidelberg: Springer Berlin Heidelberg, 2009. http://dx.doi.org/10.1007/978-3-540-88081-3_3.

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Cortini, Michela. "Blogs as Corporate Tools." In Encyclopedia of Multimedia Technology and Networking, Second Edition, 128–33. IGI Global, 2009. http://dx.doi.org/10.4018/978-1-60566-014-1.ch018.

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According to The Weblog Handbook (Blood, 2003), Weblogs, or blogs as they are usually called, are online and interactive diaries, very similar to both link lists and online magazines. Up to now, the psychosocial literature on new technologies has studied primarly personal blogs, without giving too much interest to corporate blogs. This article aims to fill such a gap, examining blogs as corporate tools. Blogs are online diaries, where the blogger expresses himself herself, in an autoreferential format (Blood, 2003; Cortini, 2005), as the blogger would consider that only he or she deserves such attention. The writing is updated more than once a day, as the blogger needs to be constantly online and in constant contact with her audience. Besides diaries, there are also notebooks, which are generally more reflexive in nature. There are long comments on what is reported, and there is equilibrium in the discourse between the self and the rest of the world out there, in the shape of external links, as was seen in the first American blogs, which featured an intense debate over the Iraq war (Jensen, 2003). Finally, there are filters, which focus on external links. A blogger of a filter talks about himself or herself by talking about someone and something else and expresses himself or herself in an indirect way (Blood, 2003). In addition, filters, which are less esthetic and more frequently updated than diary blogs or Web sites since they have a practical aim, are generally organized around a thematic focus, which represents the core of the virtual community by which the filter lives.
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Conference papers on the topic "Corporate Blogs"

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"Employee Adoption of Corporate Blogs: A Quantitative Analysis." In 2009 42nd Hawaii International Conference on System Sciences. IEEE, 2009. http://dx.doi.org/10.1109/hicss.2009.188.

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Maxurek, Grzegorz. "Corporate blogs—innovative communication tool or another internet hype? empirical research study." In 2008 International Multiconference on Computer Science and Information Technology. IEEE, 2008. http://dx.doi.org/10.1109/imcsit.2008.4747273.

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Gómez Gonzalvo, Fernando, Silvia Cardiel, Julio Guerrero, Elena Pardos Mainer, and Lucía Sagarra Romero. "Organización didáctica de los materiales tecnológicos: el caso del blog educativo." In IN-RED 2018: IV Congreso Nacional de Innovación Educativa y Docencia en Red. Valencia: Universitat Politècnica València, 2018. http://dx.doi.org/10.4995/inred2018.2018.8806.

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En el presente trabajo se muestra una experiencia en el uso de blogs en el grado de ciencias de la actividad física y el deporte en tres asignaturas de la titulación. Dos de ellas del primer curso (danza y expresión corporal y sistemática del ejercicio) y una de tercer curso (juegos y deportes alternativos). Se realiza un análisis de tipo inductivo para extraer las categorías en las que el alumnado, a través de los comentarios del blog, muestra sus percepciones sobre el uso del blog en contextos educativos universitarios. Palabras clave: Blogs, aprendizaje cooperativo, evaluación, TIC
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Ryu, Sunghan, and Chungkon Shi. "Corporate Blog: Consideration for the Impact of Communication." In 2010 Seventh International Conference on Information Technology: New Generations. IEEE, 2010. http://dx.doi.org/10.1109/itng.2010.159.

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Yang, Changhua, Kevin Hsin-Yih Lin, and Hsin-Hsi Chen. "Emotion Classification Using Web Blog Corpora." In IEEE/WIC/ACM International Conference on Web Intelligence (WI'07). IEEE, 2007. http://dx.doi.org/10.1109/wi.2007.51.

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Ionut, Silvestru Catalin, Nisioiu Codrin Florentin, Intorsureanu Iulian, Bere Ramona Camelia, Orzan Mihai Cristian, and Dan Adina Maria. "An empirical model of corporate blog impact in marketing communications." In the 13th International Conference. New York, New York, USA: ACM Press, 2012. http://dx.doi.org/10.1145/2383276.2383326.

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Salway, Andrew, Dag Elgesem, Knut Hofland, Øystein Reigem, and Lubos Steskal. "Topically-focused Blog Corpora for Multiple Languages." In Proceedings of the 10th Web as Corpus Workshop. Stroudsburg, PA, USA: Association for Computational Linguistics, 2016. http://dx.doi.org/10.18653/v1/w16-2603.

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Strother, J. B., Z. Fazal, M. Millsap, and A. Johnson. "Perils and pitfalls of the corporate blog: Legal and ethical issues." In 2008 IEEE International Professional Communication Conference (IPCC 2008). IEEE, 2008. http://dx.doi.org/10.1109/ipcc.2008.4610242.

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Chen, Yu-Chen, Rong-An Shang, and Shuan-Yeh Huang. "The effects of characteristics of corporate blog on tourists' lodging intention An example of bed and breakfast." In 2013 10th International Conference on Service Systems and Service Management (ICSSSM). IEEE, 2013. http://dx.doi.org/10.1109/icsssm.2013.6602509.

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Reports on the topic "Corporate Blogs"

1

Dyck, Alexander, Adair Morse, and Luigi Zingales. Who Blows the Whistle on Corporate Fraud? Cambridge, MA: National Bureau of Economic Research, February 2007. http://dx.doi.org/10.3386/w12882.

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