| dc.contributor.advisor |
Henderson , Geraldine R . (Geraldine Rosa ) , 1963 - |
|
| dc.contributor.committeeMember |
Atkinson , Lucinda J . |
|
| dc.creator |
Balogh , Brigitte Arianna |
|
| dc.date.accessioned |
2012 -06 -25T16 :21 :25Z |
|
| dc.date.accessioned |
2012 -11 -29T20 :46 :47Z |
|
| dc.date.available |
2012 -06 -25T16 :21 :25Z |
|
| dc.date.available |
2012 -11 -29T20 :46 :47Z |
|
| dc.date.created |
2011 -05 |
|
| dc.date.issued |
2012 -06 -25 |
|
| dc.date.submitted |
May 2011 |
|
| dc.identifier.uri |
http : / /hdl .handle .net /2152 /ETD -UT -2011 -05 -3294 |
|
| dc.description.abstract |
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 . |
|
| dc.format.mimetype |
application /pdf |
|
| dc.language.iso |
eng |
|
| dc.subject |
Blogs |
|
| dc.subject |
Organization public relationships |
|
| dc.subject |
Social media |
|
| dc.subject |
Brand relations |
|
| dc.subject |
Community |
|
| dc.subject |
Leadership |
|
| dc.title |
Keeping in touch : corporate blogs for building organizational public relationships and consumer brand relations |
|
| dc.description.department |
Advertising |
|
| dc.type.genre |
thesis |
* |
| dc.type.material |
text |
* |
| thesis.degree.name |
Master of Arts |
|
| thesis.degree.level |
Masters |
|
| thesis.degree.discipline |
Advertising |
|
| thesis.degree.grantor |
University of Texas at Austin |
|
| thesis.degree.department |
Advertising |
|
| dc.date.updated |
2012 -06 -25T16 :21 :30Z |
|
| dc.identifier.slug |
2152 /ETD -UT -2011 -05 -3294 |
|