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The social media release as a corporate communications tool for bloggers
Segal Graduate School of Business, Simon Fraser University.
Segal Graduate School of Business, Simon Fraser University.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
McCallum Graduate School of Business, Bentley University.
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2011 (English)In: IEEE Transactions on Professional Communication, ISSN 0361-1434, E-ISSN 1558-1500, Vol. 54, no 2, p. 122-132Article in journal (Refereed) Published
Abstract [en]

This study examines the impact of a new communications tool, the Social Media Release (SMR), on bloggers. Specifically we seek to determine what factors will influence bloggers' intents to use SMRs or their components. Our global survey of 332 bloggers finds that bloggers' perceptions of the effectiveness of the SMR, and the use of SMRs by companies positively affect their decisions to use SMRs now and in the future. We also find that bloggers' current use of SMRs influences their decisions to continue using SMRs. Implications on the use of SMRs as corporate communications tools are drawn.

Place, publisher, year, edition, pages
2011. Vol. 54, no 2, p. 122-132
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-10455DOI: 10.1109/TPC.2010.2046055Local ID: 94325db0-fd1a-11df-8b95-000ea68e967bOAI: oai:DiVA.org:ltu-10455DiVA, id: diva2:983400
Note
Validerad; 2011; 20101201 (andbra)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2017-11-24Bibliographically approved

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Steyn, Peter

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