IEEE Transactions on Professional Communication Jun 2011

The Social Media Release as a Corporate Communication Tool for Bloggers

Leyland F. Pitt ; Michael Parent Simon Fraser University ; Peter G. Steyn ; 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
2011-06-01
DOI
10.1109/tpc.2011.2121610
CompPile
Open Access
Closed
Topics
professional writing social media affect and writing
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Citation Context

Cited by in this index (3)

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CrossRef global citation count: 18 View in citation network → Build reading path →

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