IDEAS home Printed from
   My bibliography  Save this article

Blogging: A new play in your marketing game plan


  • Singh, Tanuja
  • Veron-Jackson, Liza
  • Cullinane, Joe


The emergence, proliferation, and ubiquity of the Internet have not only transformed businesses, but also altered the relationship between businesses and the customer. Recent advances in technology have helped to migrate this relationship to an interactive level where technology contributes to brand building by creating and sustaining a long-term relationship with the customer. Media fragmentation and customer indifference to traditional marketing tools are forcing marketers to seek new opportunities so the marketing message not only captures customers' attention, but also tries to engage them with the company. This paper discusses blogs within the context of creating this new, more enduring relationship with the customer. Blogs are discussed within the framework of Web 2.0, the next generation of the Internet, which is comprised of user-generated content and social computing. The use of blogs by several companies as tools to better engage the customer in the creation, delivery, and dissemination of marketing messages is also demonstrated.

Suggested Citation

  • Singh, Tanuja & Veron-Jackson, Liza & Cullinane, Joe, 2008. "Blogging: A new play in your marketing game plan," Business Horizons, Elsevier, vol. 51(4), pages 281-292.
  • Handle: RePEc:eee:bushor:v:51:y:2008:i:4:p:281-292

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    1. Dobele, Angela & Toleman, David & Beverland, Michael, 2005. "Controlled infection! Spreading the brand message through viral marketing," Business Horizons, Elsevier, vol. 48(2), pages 143-149.
    2. Phelps, Joseph E. & Lewis, Regina & Mobilio, Lynne & Perry, David & Raman, Niranjan, 2004. "Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email," Journal of Advertising Research, Cambridge University Press, vol. 44(04), pages 333-348, December.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Lashgari, Maryam, 2014. "Social Media Technology Deployment in B2B: A Case Study," INDEK Working Paper Series 2014/9, Royal Institute of Technology, Department of Industrial Economics and Management.
    2. repec:ssi:jouesi:v:2:y:2015:i:3:p:171-178 is not listed on IDEAS
    3. Weinberg, Bruce D. & Pehlivan, Ekin, 2011. "Social spending: Managing the social media mix," Business Horizons, Elsevier, vol. 54(3), pages 275-282, May.
    4. Mangold, W. Glynn & Smith, Katherine Taken, 2012. "Selling to Millennials with online reviews," Business Horizons, Elsevier, vol. 55(2), pages 141-153.
    5. Jari J. Jussila & Hannu Kärkkäinen & Maija Leino, 2012. "Learning from and with Customers with Social Media: A Model for Social Customer Learning," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 1(1), pages 5-25.
    6. Chen, Long-Sheng & Liu, Cheng-Hsiang & Chiu, Hui-Ju, 2011. "A neural network based approach for sentiment classification in the blogosphere," Journal of Informetrics, Elsevier, vol. 5(2), pages 313-322.
    7. Tomás A. López-Pumarejo, 2012. "Thewebnovela and immigrants in the United States," American Journal of Business, Emerald Group Publishing, vol. 27(1), pages 40-57, April.
    8. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    9. Barrios-O’Neill, Danielle & Schuitema, Geertje, 2016. "Online engagement for sustainable energy projects: A systematic review and framework for integration," Renewable and Sustainable Energy Reviews, Elsevier, vol. 54(C), pages 1611-1621.
    10. Dina Lončarić & Ivana Ribarić & Vlatka Farkaš, 2016. "The role of electronic word-of-mouth in the tourism market," Tourism and Hospitality Industry 15, University of Rijeka, Faculty of Tourism and Hospitality Management.

    More about this item


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:51:y:2008:i:4:p:281-292. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.