Blogs and Business Conversations

Raghavan, Srividya

doi:10.1177/097325860600100305

Cited by 9 publications

(8 citation statements)

References 1 publication

(1 reference statement)

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“…Through corporate blogs, it is possible for the public to freely express their opinions and thoughts to organizations, allowing organizations to learn to adapt to the publics' needs (Park and Reber, 2008). For example, organizations can post their mission and vision, communicate their CSR initiative, and release news about their organization, aiming for direct feedback from the consumers (Mitra and Watts, 2002; Raghavan, 2006). Therefore, corporate blogs may serve as forums whereby company representatives can make direct communication with the public about their brand (Cho and Huh, 2010; Raghavan, 2006).…”

Section: Discussionmentioning

confidence: 99%

Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention

Kim

Melton

Min

et al. 2020

JFMM

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PurposeThe purpose of this research is to conduct an exploratory study to discover if presenting consumers with a certain content type (i.e. product-focused content with informational appeal, institution-focused content with emotional appeal, experience-focused content with emotional appeal,) and blog type (i.e. a corporate, sponsored or a personal blog) persuade consumers to form perceptions of credibility and similarity toward the fashion brand, which leads them to further engage with the brand through Electronic Word of Mouth (eWOM).Design/methodology/approachThis study employs a 3(content type: product-focused, institution-focused, experience-focused) x 3(blog type: corporate, sponsored and personal) between-subjects design. Mock fashion blogs and content were developed in order to provide a realistic blogging experience for the participants. With 511 usable data collected, ANOVA was employed to test the relationships.FindingsFindings reveal that content type, specifically product-focused content and experiential content, is an important consideration for illustrating similarities between the brand and consumers compared to institutional content. Product-focused content is found to be effective in encouraging consumer eWOM for the brand as well. Further, the interaction effect of blog type and content type was significant in establishing brand credibility. However, blog type did not influence any of the dependent variable.Originality/valueThis study brings meaningful suggestions to fashion brands on effective blog campaign, which eventually provide insights on how brands can influence female consumers to shape positive evaluation toward the brand.

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Section: Discussionmentioning

confidence: 99%

Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention

Kim

Melton

Min

et al. 2020

JFMM

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“…Online social networks are networks of relationships that evolve from computer‐mediated communication (Kimball and Rheingold, 2000; Wasserman and Faust, 1994), connecting and enabling users to initiate communication sans time and space (Raghavan, 2006). Some of the objectives that have culminated in the formation of “communities and societies” (Piselli, 2007; Cartelli, 2007; Allee, 2009) are the need to create a social identity (Haythornwaite, 2001), connecting people in various forums on multifarious subjects like politics, music, etc.…”

Section: Introductionmentioning

confidence: 99%

Information exchange and information disclosure in social networking web sites

Mital

Israel

Agarwal

2010

The Learning Organization

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PurposeThe purpose of this paper is to examine the mediating effect of trust on the relationship between the type of information exchange (IE) and information disclosure (ID) on social networking web sites (SNWs).Design/methodology/approachConstructs were developed for type of IE and trust. To understand the mediating role of trust a mediation analysis was conducted. To test for mediation effects, the four step procedure of partial mediation analysis was used.FindingsThere was found to be a partial mediating effect of trust on the relationship between the type of IE and ID on SNWs.Practical implicationsSince the basis of formation of the communities is similarities, when there is trust amongst the community members they would not post false profiles but real profiles and the extent of ID would be higher.Originality/valueIn most of the studies it is suggested that the type of exchange and trust is dependent upon information disclosure, as against the study in which we found that it is the type of exchange and the trust which lead to increased ID.

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“…Blogs are becoming mainstream tools because of the number of relationships and networks they create (Raghavan, 2006). Corporate blogs may be written by a variety of authors from rank-and-file employees to CEOs, but the most influential are personal communications by CEOs and other executives (Dearstyne, 2005).…”

Section: Ceo Blogsmentioning

confidence: 99%

Do CEO bloggers build community?

Vidgen

Sims

Powell

2013

JCOM

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Purpose -Chief executives (CEOs) have turned to blogging. This research asks: do CEO blogs attract commenters leading to genuine discussion and community building? Design/methodology/approach -The 30 most popular CEO blogs are analysed, community structure is graphically represented using social network analysis, measuring cohesion using connectedness. A review of content assesses whether richness and type of media affect community building. Findings -By modelling a CEO blog as an affiliation network the structure is exposed. Community cohesiveness is assessed using a measure of connectedness. The connectedness ranking differs from the original Technorati Rank (TR) although the top blog in both is the same. Community building relates more to external reputation, writing style or topicality than to the type of media used. Practical implications -CEO bloggers must engage commenters to build community. TR and connectedness scores measure different things but both affect community building. CEO blogs with high community scores post regularly, attract many comments and have an active core membership that bind the community. Top scoring CEO blogs build community and stimulate genuine discussion. Mid ranking blogs have little cross-post commenting and a fragmented network. Others attract few comments with low connectedness. "Wilderness" blogs may have no commenters. This suggests inefficient use of valuable CEO time. Because CEO credibility affects CEO blog success, a low-ranking blog depreciates CEO's reputation indicating little social capital. Originality/value -There is little research into CEO blogging, this research contributes to the understanding of CEO blogging and community building.

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Blogs and Business Conversations

Cited by 9 publications

References 1 publication

Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention

Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention

Information exchange and information disclosure in social networking web sites

Do CEO bloggers build community?

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