Abstract

As more enterprises adopt Web 2.0 technologies, enterprise blog (EB) has become a popular and an important business tool not only for internal management but also for external interfacing with suppliers, business partners, and customers. For customer management, EB brings together two contemporary business developments, enhanced customer involvement and new forms of customer experience management. EB has been adopted by many organizations for the purpose of involving customers in product development, acquiring new customers, and providing customer with interactive experiences. However, in addition to the EB infrastructure, the effectiveness and success of such tool is largely dependent on the content. The purpose of this paper is to present a framework categorizing a rather complex and fragmented EB content domain. The framework was verified using data of 78 large multinational corporation’s enterprise blogs. A systematic overview of EB’s value and business model is explored.

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