An empirical model of corporate blog impact in marketing communications

2012 ◽  
Author(s):  
Silvestru Catalin Ionut ◽  
Nisioiu Codrin Florentin ◽  
Intorsureanu Iulian ◽  
Bere Ramona Camelia ◽  
Orzan Mihai Cristian ◽  
...  
Keyword(s):  
Empirical Model ◽  
Marketing Communications ◽  
Corporate Blog

Antecedents of consumer attitudes’ toward corporate blogs

2018 ◽  
Vol 12 (1) ◽  
pp. 94-104 ◽  
Author(s):  
Deborah A. Colton
Keyword(s):  
Social Media ◽  
Corporate Image ◽  
Marketing Communications ◽  
Convenience Sample ◽  
Content Type ◽  
Product Categories ◽  
Corporate Blogs ◽  
The Relationship ◽  
Corporate Blog ◽  
Communications Strategies

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.

BIBLIOGRAFICAL REVIEW OF BOOK EDITIONS OF THE DEPARTMENT OF ADVERTISING AND PUBLIC RELATIONS OF HUMANITARIAN INSTITUTE OF BORYS GRINCHENKO KYIV UNIVERSITY

2016 ◽  
Author(s):  
Olesia Zakharchuk
Keyword(s):  
Public Relations ◽  
Marketing Communications ◽  
Social Communications

In 2014 the scientists of the Department of Advertising and Public Relations of Humanitarian Institute of Borys Grinchenko Kyiv University prepared for publishing three books: «Social communications in intercultural space: an intercontinental dialogue of intellectuals» (a collection of papers, Ukrainian language), «The ABCs of social communications» ( a directory of terminology, Ukrainian language), Kurban O. V. «PR in marketing communications» (a manual, Ukrainian language). Bring to your notice the index to contents of these editions

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