Corporate Blogging in the Technology Industry Public Deposited

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  • March 20, 2019
  • Harwood, Sarah
    • Affiliation: Hussman School of Journalism and Media
  • Corporations are now exploring the value of blogs as a marketing tool. This thesis investigates how corporate bloggers in the technology industry are using this new technique to communicate with customers. One blogger from each of the following companies: Cisco, IBM, HP, Microsoft, Sun, Adobe, Accenture, Red Hat, Oracle, and BEA, was interviewed through a series of on-line interviews. Using a basis of two-way communication theory, the interviews explored whether there is an effective blogging model technology companies can use and if blogs are a viable marketing tool for technology companies. Results demonstrate that blogs are a viable tool in the marketing mix, but this study was inconclusive in providing a model for other technology companies to adopt.
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  • Aikat, Debashis
  • Open access

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