Background and Motivation Essay
Background and Motivation
The terms “corporate blog” or “business blog” have appeared very often in both of newspapers and academic journals. Increasing attention has been paid in understanding this new phenomenon. According to the Investor Business Daily, “there are 45% USA’s largest public companies have corporate blogs. ” (where is your citation – is this also Klosek? ) Business Week has proposed the following: “Corporate blog is a blog used by the company to reach some goals.
It helps businesses communicate internally more cheaply and effectively than workflow management software and e-mails. ” A corporate blog can be one of the more successful popular communication tools after the E-mail, ICQ and MSN. In 2006, Business Week Online issued that “A Weblog (or blog) can be a powerful marketing tool, but it can also expose a business to a legal minefield. ” As reported by Jacqueline Klosek, “Blogs can be used to market a company’s products and services, facilitate communications with clients, and even counter negative publicity” (Klosek, 2006).
Several studies have pointed out the advantages of employing corporate blogging, citing that corporate blogging may be a tool for search engine marketing; a means of building good relationships with the customer; building of a company’s reputation; helping to put human voice to a company; serving as a way for employees and customers to communicate; and a tool for directly and immediately getting the customer’s feedback.
There are still many threats that may hinder the adoption of the corporate blog, such as legal impediments with regards to violation of intellectual property rights and mismanagement leading to an eventual downfall of the organization; the disclosure of trade secrets can jeopardize the blogger’s career since this problem may cause his termination from the position, and also “Careless statements posted on a company-sanctioned blog can come back to haunt the company through litigation and other avenues” Klosek (2006) stresses.
Since the study and research in corporate blogging phenomenon is still in its early days, scholars who have conducted empirical studies only focus on the benefits and risks when adopting the corporate blog, or the motivation behind creating corporate blog. It’s lack of analyzing the existing utilization and the effects of corporate blog from a systematic theoretical perspective. the DOI theory (Rogers, 1995, 2003) becomes mature, it can be applied in explaining how and why an innovation can be widely adopted and diffused.
In order to find out the reasons indicate why corporate blog as a new innovation has been widely adopted and successful diffused, the DOI theory can be an effective framework for analyzing corporate blogging phenomenon. Thus, this paper aims to determine why the corporate blog as a new innovation is being widely adopted and used by the both the individual blogger and various IT organizations; the motivation in adopting blogging; the benefits of the corporate blog to organizations; and the reasons for its success.
The research also tries to explain how and why the corporate blog is welcomed and has become a popular and successful new innovation, and the compatibility of its utilization with the existing values of its users. Thus, the author has conducted an empirical study in order to answer these problems from the Diffusion of Innovation theory (DOI) perspective. IT industry companies have been selected as samples for this study.
University/College: University of California
Type of paper: Thesis/Dissertation Chapter
Date: 19 April 2017
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