Sailing the seven C’s of blog marketing: understanding social media and business impact

Dobele, Angela, Steel, Marion and Cooper, Tony 2015, Sailing the seven C’s of blog marketing: understanding social media and business impact, Marketing intelligence and planning, vol. 33, no. 7, pp. 1087-1102, doi: 10.1108/MIP-02-2015-0039.

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Title Sailing the seven C’s of blog marketing: understanding social media and business impact
Author(s) Dobele, Angela
Steel, Marion
Cooper, Tony
Journal name Marketing intelligence and planning
Volume number 33
Issue number 7
Start page 1087
End page 1102
Total pages 16
Publisher Emerald Group Publishing
Place of publication Bingley, Eng.
Publication date 2015
ISSN 0263-4503
Keyword(s) co-creation
viral marketing
marketing activities
marketing channels
Summary Purpose – Social media has transformed conventional marketing methods. This medium offers a unique blend of asynchronous communication, opportunities to co-create and customer empowerment far removed from traditional firm-to-consumer, push-vs-pull marketing messages. The purpose of this paper is to examine how a company developed long-term effective relationships and sales growth by using their blog to generate and enhance viral word-of-mouth message diffusion. Design/methodology/approach – The exploration of the blog includes analysis of both content and metrics for a real technology firm with an assumed name. Content and the ripples from blog posts were analysed to determine diffusion and use of messages. Findings – Seven critical success factors for utilising blog marketing to maximum effect are presented to firms considering a similar strategy. Suggestions for managerial implications are also presented. Research limitations/implications – There are two limitations, the focus on a single company which restricts generalisability. The advantage of the case study approach to research does afford depth into this topic. Second, the research questions addresses a small part of the whole social media and corporate marketing sphere, however, this focus allows for depth and richness of data. Originality/value – The paper’s focus provides a unique opportunity to explore the effect of a company who manages points of connection, blogs and viral marketing, on customer relationships. Further, the study responds to the need for practical guidance for managers in relation to the management of blog marketing to facilitate customer relationships and enhance the viral impact of blogs.
Language eng
DOI 10.1108/MIP-02-2015-0039
Field of Research 1505 Marketing
Socio Economic Objective 970115 Expanding Knowledge in Commerce
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Emerald Group Publishing
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Document type: Journal Article
Collection: Faculty of Business and Law
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