The Social Media Release as a Corporate Communication Tool for Bloggers
The Social Media Release as a Corporate Communication Tool for Bloggers
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DOI：
10.1109/tpc.2011.2121610
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发表时间：
2011-05
影响因子：
1.7
通讯作者：
L. Pitt;M. Parent;P. Steyn;P. Berthon;Arthur G. Money
中科院分区：
文献类型：
--
作者：
L. Pitt;M. Parent;P. Steyn;P. Berthon;Arthur G. Money
这项研究考察了一种新的交流工具--社交媒体发布(SMR)对博客作者的影响。具体地说，我们试图确定哪些因素会影响博客作者使用SMR或其组件的意图。我们对332名博主进行的全球调查发现，博主对SMR有效性的看法以及公司对SMR的使用对他们现在和未来使用SMR的决定都有积极的影响。我们还发现，博客作者目前使用SMR的情况会影响他们继续使用SMR的决定。讨论了将SMR用作企业沟通工具的意义。
This study examines the impact of a new communication tool, the social media release (SMR), on bloggers. Specifically, we seek to determine what factors will influence bloggers' intent 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 communication tools are discussed.