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Abstract:
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With the continual expansion of social media , organization -public relationships (OPR ) have become all the more important to keep up with consumers . While historically companies have maintained a public relations office , a relatively new idea of actually building relationships through the media has started to emerge through social media . Using observations of bloggers through a netnographic study and discourse analysis , this paper confirms that corporate executive blogs can be used to effectively manage customer relations . Using a sample of 123 blog posts and comments from the medical , technology , and travel industries , this study validates that OPRs can be maintained and strengthened through blogs while justifying the time commitment and devotion executives give to keep in touch with consumers . |