THE STRATEGIC VALUE OF CORPORATE BLOGGING: AN EXPLORATORY CASE STUDY ON CORPORATIVE BLOGS IN THE ROMANIAN LANDSCAPE

Abstract

The main purpose of this study was to identify the degree to which established corporate online communication strategies gravitate around the new Return on Investment (ROI) which is Return on Blog (ROB). Corporate blogs allow companies to connect and communicate online with both their customers and a much wider range of participants/publics. As blogging is about information, leverage, connections, conversations, discovery, and amplification, the paper focuses on specific communication strategies for cultivating and maintaining organizational-public relationship (OPR), such as openness and interactivity. Furthermore, the importance of company-customer communications has been highlighted in the Service-Dominant Logic (S-D Logic) literature as a crucial precedent for both parties to co-create value. The conducted research is based on a content analysis of the corporate blogs of companies in the Romanian landscape, exploring the two cultivation and maintenance relationship strategies employed by communication practitioners when blogging and their potential influence on enhancing dialogue with publics.

Keywords

• Relationship Cultivation Strategies
• Corporate Blogs
• Service-Dominant Logic
• Co-creationProcess