The Social Media Release as a Corporate Communication Tool for Bloggers

被引：14

作者：

Pitt, Leyland F. ^{[1
]}

Parent, Michael ^{[1
]}

Steyn, Peter G. ^{[2
]}

Berthon, Pierre ^{[3
]}

Money, Arthur ^{[4
]}

机构：

[1] Simon Fraser Univ, Segal Grad Sch Business, Vancouver, BC V6C 1W6, Canada

[2] Lulea Univ Technol, Div Ind Mkt E Commerce & Logist, SE-97187 Lulea, Sweden

[3] Bentley Univ, McCallum Grad Sch Business, Waltham, MA 02452 USA

[4] Univ Leeds, Fac Business, Leeds LS2 9JT, W Yorkshire, England

来源：

IEEE TRANSACTIONS ON PROFESSIONAL COMMUNICATION | 2011年 / 54卷 / 02期

关键词：

Blogs; bloggers; social media releases (SMRs); technology acceptance model (TAM); INFORMATION-TECHNOLOGY; PUBLIC-RELATIONS; USER ACCEPTANCE; RICHNESS; PERCEPTIONS; MODEL; PR;

D O I：

10.1109/TPC.2011.2121610

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

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.

引用

页码：122 / 132

页数：11

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