The Social Media Release as a Corporate Communications Tool for Bloggers

Leyland Pitt; Michael Parent; Peter Steyn; Pierre Berthon; Arthur Money

doi:10.1109/tpc.2010.2046055

IEEE Transactions on Professional Communication Jan 2012

The Social Media Release as a Corporate Communications Tool for Bloggers

Leyland Pitt Simon Fraser University ; Michael Parent Simon Fraser University ; Peter Steyn Luleå University of Technology ; Pierre Berthon Bentley University ; Arthur Money University of Leeds

Abstract

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.

Journal: IEEE Transactions on Professional Communication
Published: 2012-01-01
DOI: 10.1109/tpc.2010.2046055
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Open Access: Closed
Topics: professional writing social media affect and writing
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The Social Media Release as a Corporate Communications Tool for Bloggers

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