博客公关：博客公共关系的探索性析-外文翻译.docxVIP

Internet Marketing Involvement and consumer behavior .Shwu-ingwu Asia Pacific Journal of Marketing and Logistics Volume 14 ,Issus 4,200221. Wu, Shwu-Ing, 2002,?Internet?Marketing?Involvement?and?Consumer?Behavior, Asia Pacific Journal of?Marketing?andLogistics, Vol.14, No.4 (ABI/INFORM Global Index).Blogging PR: An exploratory analysis of public relations weblogsKeywords:WeblogPublic relationsInteractivityUsabilityAbstract：Although there are ever more weblogs on the Internet, this is an area that has been littleresearched in public relations, and where they have been analyzed it has been as a toolfor communication rather than a primary information source in the public relations bodyof knowledge. This paper provides an exploratory study of the structure and content of 67blogs on public relations to determine what issues they deal with and whether they are atool for the theoretical development of the ?eld. In addition to their contentwe have lookedat the structure, usability and interactivity of the blogs.IntroductionBlogs are seen by some authors as major tools for online communication, whereas by others they are little more thanexperts’ opinions on a given issue (Herrera Celaya, 2006). They are such a recent medium (beginning in 1996) that theconcept remains controversial and arguable (Barton, 2005). In any event their persuasive and informative function is ofgreat relevance as they can obtain opinion leadership with a huge in?uence over public opinion. In this sense Sweetser andMetzgar (2007) have demonstrated that in crisis situations, peoplewho read personal blogs have a lower perception of crisisfor an organization.The rise of blogs seems to be unbridled and it is a phenomenon that is occurring in all knowledge ?elds (Jenkins, 2006).There are currently over 60 million blogs in existence and 75,000 new ones each day (Cohen Krishnamurthy, 2006). Morethan 14 million people worldwide keep a personal diary on the Internet and a further 100 million (one third of th