Readings

Blogging: A new play in your marketing game plan – Singh – Veron Jackson – Cullinane. This article discusses how blogging can create a new and more enduring relationship with customers. That marketing revolves around an emotional connection. (American Express My Life My Card). That marketers need a better strategy to reach tech-savvy consumers. That an integrated marketing campaign involves creating a buzz around the product or service using SM. Blogging can be viewed as viral. Remember the USA 2004 election and use of SM. 88% of 12-29 online in USA vs 32% over 65 (2006). Cos should blog 1) Real valuable info 2) Brand loyalty 3) Ease & Efficient . Limitations 1) Lack of control boundaries 2) Commitment & continuity. Blogs identify trends and the advantages in participating far out weight the challenges. That the only requirement is for companies to believe in customer empowerment.

Following the Fashionable Friend – The Power of Social Media – Colliander & Dahlen. This article compares the effects of brand publicity in social and traditional digital media. It found that blogs generated higher brand attitudes and purchase intentions. It demos an example of a co that blog helped its sales grow from 100K to 4m. This study compares the effectiveness of blogs to online magazines. It discusses PSI (Para-Social Interaction) i.e. the illusion of a face-to-face relationship with a media performer, and shows that blogs will generate a greater PSI than online magazines. It illustrates that consumers follow “fashionable” blogger friends and, as long as the blogger genuinely follows brands, their readers form friendships with the brand as well. The findings highlight the need for transparency of blogs and other social media.

Hello World – Challenges for blogging as anthropological – Martin De Koning. Anthropology is the study of humankind. It addresses two questions 1) Why do people blog? 2) Who is the audience of anthropology? The cry for attention, the cry being shared and liked is key for bloggers. Blogging is “thinking in writing”, testing ideas, concepts, and experiences with regards to the content. The article says anthropology blogs tens to reach out to fellow academics, which supports the idea that much online interactions is about meeting “Like-minded” individuals. There is reference in this article that with blogging one does not really know its audience is, but it appears that we often lack a non-Western audience.

Marketing Activity, blogging and sales – Onishi and Manchanda. This research addresses the critical question of whether new and traditional media reinforce or damage one another’s effectiveness. BLOGGING is one of the most prevalent forms of new media. Consumer Generated Media (CGM) such as blogs has witnesses an explosion in growth in recent years. This article discusses data obtained from the Japanese market for movie launches. It concludes that new and traditional media act synergistically vis-à-vis market outcomes; And that the relationship between both forms of media is much stronger during the pre-launch period. It also shares some limitations such as the enormity of data making it difficult to explain the data, the measure of new data limited to blog post volume, and this data is from the Japanese market only.

Quantitative Analysis of Bloggers Collective Behaviour Powered by Emotions – Mitrovie, Paltoglou & Tadie. This article looks at “large-scale data”, resulting from users online interactions, which provide the ultimate source of information to study emergent social phenomena on the web i.e. the emergence of the emotional behaviour among Web users. In this study large datasets are collected from dig.com. This quantitative study 1) Demonstrates how social communities emerge with users interlinked via comments over popular stories 2) Reveals that an important part of the driving mechanism is rooted in the emotional actions of the users 3) Shows that the bursting events with user’s emotional comments exhibit significant self-organisation. User behaviour varies. They are prone to overreaction with emotional avalanches triggered by a small fraction of very active users who disseminate activity (and emotion) over different posts.

The Psychology of Blogging: You, Me, and Everyone in Between – Gurak & Amtonijevic. This article discuss blogs illustrating the fusion of key elements of human desire to express one’s identity, create community, structure one’s past and present experiences. It demonstrates the character of blogs as simultaneously private and public enables the formation of both individual and group identities. It makes the point that blogging is the event of “rewriting oneself” through interactions with the audience. This article talks about blogging allowing people to engage in conversation with certain parts of a person’s life, and with the identity that person choose to construct. Overall it’s about making the point that blogging illustrates the moment when users got some control over the information age, and decisions to share private information.

The Megaphone Effect: Taste and Audience in Fashion Blogging – McQuarrie, Miller & Philips. This article refers to the fact that the Web makes a mass audience potentially available to ordinary consumers. The article focuses on fashion bloggers who acquire an audience by use of online reviews and user generated content. The fashion blogger was a 13 year old girl whose posts were read by tens of thousands. Unlike reality TV a successful blogger gains here audience in such a way that large number of people start following her posts. Unlike a face-to-face situation or a conversation with a friend on FaceBook, a fashion blogger gains the capacity to represent a persona that may be far removed from the “real” self, a persona she can rehearse and rewrite until she gets this right. In 2011 there were 170m blogs worldwide with 100K being added daily. And one can read the story behind a blog by reading many posts. In this case “Taste” was asserted and displayed. The blogger used rethoric blog titles to accomplish the goal. Early posts indicated the blog was a personal diary online. Posts ceased to resemble private social media and quickly began to transition towards public display of taste. The element of risk also supports the description of these ongoing taste displays. It is the blogger takes risks and it is judged tasteful more often than not. A blogger accumulates cultural capital insofar as she succeeds again and again in being judges fashionable, and as a result, develops more and more capacity to take risks and succeed. As her audience grows larger, the blogger’s behaviour changes. She stops interacting with her followers. She avoids answering specific questions, ignores suggestions for posts, and refuses to address issues raised in comments. Both economic and social rewards accrued for the fashion blogger (gifts, paid ads, merchandise, sponsorship etc). Their social positions improve as they receive invitations to parties, shows and mentioned in media. Once the blogger gains a mass audience and enjoys access to the fashion system, she is no longer truly an ordinary consumer.