This research explored the organization＇s public relationship management practices in corporate blogs on the web. Content analyses of corporate blogs of large Korean firms over two years in a longitudinal design reve...This research explored the organization＇s public relationship management practices in corporate blogs on the web. Content analyses of corporate blogs of large Korean firms over two years in a longitudinal design revealed that relationship management strategies of openness, positivity and sharing of tasks were featured relatively strongly, whereas networking, access, and assurances were enacted relatively weakly. Further, most Korean corporate blogs utilized a tightly controlled top-down strategy. In addition, the use level of relationship management strategy was tied to the kind of corporate blogging strategies, but not to the industry type of the firms. Although utilized the same social media device, corporate blogs enacted different purposes and relational management activities in different countries, indicating that corporate blogs are largely cultural and driven locally.展开更多
文摘This research explored the organization＇s public relationship management practices in corporate blogs on the web. Content analyses of corporate blogs of large Korean firms over two years in a longitudinal design revealed that relationship management strategies of openness, positivity and sharing of tasks were featured relatively strongly, whereas networking, access, and assurances were enacted relatively weakly. Further, most Korean corporate blogs utilized a tightly controlled top-down strategy. In addition, the use level of relationship management strategy was tied to the kind of corporate blogging strategies, but not to the industry type of the firms. Although utilized the same social media device, corporate blogs enacted different purposes and relational management activities in different countries, indicating that corporate blogs are largely cultural and driven locally.
