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UAL Research Online

Sailing the Seven C's of Blog Marketing: Understanding Social Media and Business Impact

Dobele, Angela and Steel, Marion and Cooper, Tony (2015) Sailing the Seven C's of Blog Marketing: Understanding Social Media and Business Impact. Marketing Intelligence and Planning, 33 (7). pp. 1087-1102. ISSN 0263-4503

Type of Research: Article
Creators: Dobele, Angela and Steel, Marion and Cooper, Tony
Description:

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.

Official Website: https://www.emerald.com/insight/publication/issn/0263-4503
Publisher/Broadcaster/Company: Emerald Insight
Your affiliations with UAL: Colleges > London College of Fashion
Date: October 2015
Digital Object Identifier: https://doi.org/10.1108/MIP-02-2015-0039
Date Deposited: 08 Jul 2019 15:15
Last Modified: 08 Jul 2019 15:15
Item ID: 14635
URI: http://ualresearchonline.arts.ac.uk/id/eprint/14635

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