| Abstract [eng] |
Blogs are changing the way business companies communicate with target audiences. Today corporate blogs are emerging two-way communication channel for business companies which want to reach customers and to hear their opinion. Master thesis “Global corporate blogs” presents analysis of Top 100 global brands blogs. The object of the thesis is corporate blogs of Top global brands and their companies and customers blogs dedicated to these brands. The aim of the thesis is to analyze how global companies which have most valuable brands in the world use corporate blogs in communication with target audiences. The sample of the analysis is taken from “BusinessWeek” annual research of Top 100 Global brands 2007. Global corporate blogs research is presented in social media and “word of mouth” marketing theoretical frameworks. The research of global corporate blogs has shown that more than third of the Top 100 companies have their official blogs. Corporate blogs are used not to stimulate direct sales but to establish relations with target audiences. Also results of the analysis produced companies’ blogging strategies and common use of “evangelists”, (positive pseudo-customers) blogs. The new work field of public relations consultants there emphasized in this master thesis – managing and monitoring blogosphere. The results reported in this thesis can serve for public relations companies, marketing departments and academic community of communication sciences. |
