The evolution of the blogger: Blogger considerations of public relations-sponsored content in the blogosphere |
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Authors: | Brian G Smith |
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Institution: | University of Houston, 1119 Compass Cove Cir., Spring, TX 77379, United States |
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Abstract: | Blogging, though a personal medium for self-expression, has also become a channel for public relations to represent organizational interests. This study addresses blogger considerations of public relations in such a personal arena. Results show that as bloggers go through an evolutionary process of blogosphere introduction, community membership, and autonomy, which influences their content considerations and willingness to work with public relations practitioners. |
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Keywords: | Public relations Social media Bloggers Blogosphere |
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