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Blog Marketing: Potential and Limits

Blog Marketing: Potential and Limits

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Author(s): Calin Gurau (GSCM – Montpellier Business School, France)
Copyright: 2010
Pages: 9
Source title: Encyclopedia of E-Business Development and Management in the Global Economy
Source Author(s)/Editor(s): In Lee (Western Illinois University, USA)
DOI: 10.4018/978-1-61520-611-7.ch128

Keywords: Business & Management / Business Science Reference / E-Business

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Abstract

In the last ten years blogs have become a familiar feature of the Internet landscape, and the number of blogs multiplied exponentially. A blog is a specific form of online community, organised, coordinated and moderated by a person or an organisation, which attracts a number of participants/members, because of the specific topics posted and discussed on the blog web site. The interest of marketers for blog communities was quickly translated in a number of methods designed to enhance online marketing campaigns (Cohen, 2005).

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