Abstract

http://ssrn.com/abstract=2045346
 


 



Can Your Business Have 1 Million Friends? Understanding and Using Blogs as One-to-One Mass Media


Soyean (Julia) Kim


Boston University - School of Management

Barbara A. Bickart


Boston University School of Management

Frederic F. Brunel


Boston University

Seema Pai


Boston University - School of Management

April 17, 2012

Boston U. School of Management Research Paper No. 2012-13

Abstract:     
In this chapter, we develop a theoretical framework that explains how blogs can be categorized based on audiences’ perceptions and how bloggers use different strategies to shape or shift their audiences’ perceptions and increase the persuasiveness of their messages. We posit that bloggers use two distinguishable communication strategies: (a) developing and sustaining an illusion of relationship between the blogger and the reader in order to individualize the communication and (b) maintaining a level of ambiguity in their commercial interests in order to conceal the commercial nature of some blogs. We describe the tactics underlying the use of these strategies as well as the efficacy and ethics of these practices.

Number of Pages in PDF File: 41

Keywords: blogs, online marketing, social media, online branding, relationships, communication strategy

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Date posted: April 25, 2012 ; Last revised: October 11, 2012

Suggested Citation

Kim, Soyean (Julia) and Bickart, Barbara A. and Brunel, Frederic F. and Pai, Seema, Can Your Business Have 1 Million Friends? Understanding and Using Blogs as One-to-One Mass Media (April 17, 2012). Boston U. School of Management Research Paper No. 2012-13. Available at SSRN: http://ssrn.com/abstract=2045346 or http://dx.doi.org/10.2139/ssrn.2045346

Contact Information

Soyean (Julia) Kim
Boston University - School of Management ( email )
595 Commonwealth Avenue
Boston, MA 02215
United States
Barbara A. Bickart (Contact Author)
Boston University School of Management ( email )
United States
617-353-3458 (Phone)
HOME PAGE: http://smgnet.bu.edu/mgmt_new/profiles/BickartBarbara.html
Frederic F. Brunel
Boston University ( email )
595 Commonwealth Avenue
Boston, MA 02215
United States
617 353 4609 (Phone)
617 353 4098 (Fax)
HOME PAGE: http://smgnet.bu.edu/mgmt_new/profiles/BrunelFrederic.html
Seema Pai
Boston University - School of Management ( email )
595 Commonwealth Avenue
Boston, MA MA 02215
United States
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