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Blogging: A new play in your marketing game plan

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  • Singh, Tanuja
  • Veron-Jackson, Liza
  • Cullinane, Joe

Abstract

The emergence, proliferation, and ubiquity of the Internet have not only transformed businesses, but also altered the relationship between businesses and the customer. Recent advances in technology have helped to migrate this relationship to an interactive level where technology contributes to brand building by creating and sustaining a long-term relationship with the customer. Media fragmentation and customer indifference to traditional marketing tools are forcing marketers to seek new opportunities so the marketing message not only captures customers' attention, but also tries to engage them with the company. This paper discusses blogs within the context of creating this new, more enduring relationship with the customer. Blogs are discussed within the framework of Web 2.0, the next generation of the Internet, which is comprised of user-generated content and social computing. The use of blogs by several companies as tools to better engage the customer in the creation, delivery, and dissemination of marketing messages is also demonstrated.

Suggested Citation

  • Singh, Tanuja & Veron-Jackson, Liza & Cullinane, Joe, 2008. "Blogging: A new play in your marketing game plan," Business Horizons, Elsevier, vol. 51(4), pages 281-292.
    • Handle: RePEc:eee:bushor:v:51:y:2008:i:4:p:281-292
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    Cited by:

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    2. Weinberg, Bruce D. & Pehlivan, Ekin, 2011. "Social spending: Managing the social media mix," Business Horizons, Elsevier, vol. 54(3), pages 275-282, May.
    3. Jari J. Jussila & Hannu Kärkkäinen & Maija Leino, 2012. "Learning from and with Customers with Social Media: A Model for Social Customer Learning," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 1(1), pages 5-25.
    4. Mangold, W. Glynn & Smith, Katherine Taken, 2012. "Selling to Millennials with online reviews," Business Horizons, Elsevier, vol. 55(2), pages 141-153.
    5. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    6. Uzunoğlu, Ebru & Misci Kip, Sema, 2014. "Brand communication through digital influencers: Leveraging blogger engagement," International Journal of Information Management, Elsevier, vol. 34(5), pages 592-602.
    7. Ahmed Ibrahim Alzahrani & T. Ramayah & Nalini Suppiah & Osama Alfarraj & Nasser Alalwan, 2020. "Modeling Blog Usage From a Developing Country Perspective Using Structural Equation Modeling (SEM)," SAGE Open, , vol. 10(3), pages 21582440209, July.
    8. Dina Lončarić & Ivana Ribarić & Vlatka Farkaš, 2016. "The role of electronic word-of-mouth in the tourism market," Tourism and Hospitality Industry 15, University of Rijeka, Faculty of Tourism and Hospitality Management.
    9. Korschun, Daniel & Du, Shuili, 2013. "How virtual corporate social responsibility dialogs generate value: A framework and propositions," Journal of Business Research, Elsevier, vol. 66(9), pages 1494-1504.
    10. Lashgari, Maryam, 2014. "Social Media Technology Deployment in B2B: A Case Study," INDEK Working Paper Series 2014/9, Royal Institute of Technology, Department of Industrial Economics and Management.
    11. Angshuman Ghosh & Sanjeev Varshney & Pingali Venugopal, 2014. "Social Media WOM: Definition, Consequences and Inter-relationships," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 293-308, August.
    12. Margarita Išoraitė, 2015. "Entrepreneuship and blog marketing," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 2(3), pages 171-178, March.
    13. Chen, Long-Sheng & Liu, Cheng-Hsiang & Chiu, Hui-Ju, 2011. "A neural network based approach for sentiment classification in the blogosphere," Journal of Informetrics, Elsevier, vol. 5(2), pages 313-322.
    14. Tomás A. López‐Pumarejo, 2012. "Thewebnovelaand immigrants in the United States," American Journal of Business, Emerald Group Publishing Limited, vol. 27(1), pages 40-57, April.
    15. Barrios-O’Neill, Danielle & Schuitema, Geertje, 2016. "Online engagement for sustainable energy projects: A systematic review and framework for integration," Renewable and Sustainable Energy Reviews, Elsevier, vol. 54(C), pages 1611-1621.
    16. Mahmoud Abdel Hamid Saleh, 2016. "Social Networks and Customer Relationship Development at the Saudi Telecommunication Service Providers," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(4), pages 77-86, August.
    17. Hala M.Y. Diebes & Raed A.M. Iriqat, 2019. "Social Media as a Strategic Marketing Communication Tool in Palestinian Mobile Telecom Companies - Business to Customers Relationship Perspective," International Review of Management and Marketing, Econjournals, vol. 9(3), pages 31-40.

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