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

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.