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Table Of Contents

Background to the Blogging Phenomenon
Research Project Aims
Methodology
REVIEW OF LITERATURE
Overview
Virtual Communities and Weblogs
The New Marketing and Business Blogging
Relationship Marketing
Viral Marketing
Reasons Why Businesses Should Be Blogging
Humanising the Company
Communicating with the Customer
Building a Reputation
PR and Media Relations
Blogs as a Search Engine Optimisation Tool
Blogging as a Business Model
The Drawbacks of Business Blogging
New Tools for Business Blogs
Audioblogging and Podcasting
Videoblogging and Moblogging
Small Business Blogging
METHODOLOGY AND DATA COLLECTION
Choice of Research Methodology
Determining the Research Questions
Selection of Participants
The Role of the Researcher
Data Gathering Techniques
Data Analysis
Trustworthiness of the Method
Why Small Businesses Create Blogs
The Effectiveness of Blogs as a Marketing and Communications Tool
Drawbacks of Using Blogs as a Marketing and Communications Tool
Attitudes to the Act of Blogging
Experiences of Using New Blog-Related Technology
DISCUSSION AND CRITICAL EVALUATION OF OUTCOMES
Discussion of Results
Review of Methodology
SUMMARY AND CONCLUSIONS
LIST OF INTERVIEWEES
E-MAIL INVITATION
DATA COLLECTION METHODS
TRAFFIC FOR EVE'S BLOG (MEASURED IN VISITS)
THE VOICE OF THE BLOG
REFERENCES CITED
BIBLIOGRAPHY
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MBADissertation

MBADissertation

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Published by Muhmmad Saifuddin

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Published by: Muhmmad Saifuddin on Mar 12, 2011
Copyright:Attribution Non-commercial

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05/25/2011

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