What is going on in the blogosphere : an exploratory study of how consumers and companies use weblogs in the marketing and communication process
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In the past few years weblogs have become a major channel for publishing content over the Internet. With the popularity of social media as a medium to communicate with consumers, companies around the world have started using weblogs as part of their communication strategy. However there remains a void of literature on company blogging, and users still do not have a solid understanding of how and why both consumers and companies are using this tool. This is an exploratory study into the world of company blogging, and it aims to add some insight as to what is going on in the blogosphere. ...