International survey on the use of corporate blogs

  • english
  • german

Corporate blogs have become a vital element of the corporate communications and marketing repertoire. US corporate blogs such as the „FastLane Blog“ by General Motors or „Nuts about Southwest“ by Southwest Airlines are an important communication channel to customers, employees and other target groups. In other countries such as Germany, companies have been more cautious in implementing corporate blogs. Examples such as the „Daimler-Blog“ or Opel‘s third corporate blog „Meriva-Blog“ are exceptions from the traditional one-way communication strategies. The reasons for the slow acceptance of corporate blogs in Germany and other countries are varied. In many companies the debate on corporate blogging and other social media applications is dominated by the fear of dialogue, and the anticipated loss of control is giving communicators a headache. Scientific research is suitable to address many communicators’ resistance. A research project by the University of Magdeburg is therefore investigating corporate blog users’ reading and commenting behavior. A part of the project consists of an international blog reader survey in three languages – English, German and Russian – in order to evaluate the many factors that influence user behavior. Ho do design and media usage affect corporate blog reading and commenting? What roles do writing style, credibility or frequency? How do various reader groups (e.g. age, gender or ethnic groups) differ in their reading and commenting behavior? The goal of the study is to identify corporate blog characteristics that are particularly important for readers and to show to what extent the attitudes of varying reader groups differ

Methodically, the study is based on the Technology Acceptance Model (TAM) by Frank Davis, which was developed to evaluate users‘ attitudes towards information technologies in the light of their usefulness, ease of use and entertainment value. The basic model can be visualized as follows:

In addition, a range of further factors such as cultural dimensions, age and experience factors have also been included in the model.

I would be very grateful for your participation and for spreading the link. Furthermore, there will be a draw of 20 Amazon coupons among participants and interested participants will be able to request a free copy of the final study results.

To participate in the survey please click here.

No related posts.

Ähnliche Artikel bereitgestellt von Yet Another Related Posts Plugin.

Tags: , ,

44 Responses to “International survey on the use of corporate blogs”

  1. [...] Nils König, der an der Otto-von-Guericke-Universität Magdeburg in Zusammenarbeit mit der Daimler AG im Bereich Web Communications promoviert, führt bis Ende Februar eine Umfrage zur Nutzung von Unternehmensblogs durch. [...]

  2. Umfrage zur Nutzung von Unternehmensblogs | on Februar 8th, 2010 at 18:51
  3. Dear Nils

    This is a very intereating survey about the usefulness of corporate blogs looking at it from readers' or consumers' point of views.

    Also, seems as if we have to add some of the blogs you mention here in our FT ComMetrics Blog Index (the industry standard for ranking corporate blogs of FT Global 500 and Fortune 500 companies).

    Finally, I am looking very much forward to getting the results of your study. I herewith invite you to do a guest blog about it on our corporate blog.

    Respectfully

    Urs – @ComMetrics

  4. Urs E. Gattiker on Februar 9th, 2010 at 12:12
  5. Umfrage fuehrt auf 404 Seite …

  6. Eric on Februar 9th, 2010 at 20:09
  7. Hallo Eric, bei mir funktioniert der Link problemlos. Kannst du es nochmal versuchen? Andere Beschwerden gab es bisher nicht. Danke!

  8. Nils König on Februar 9th, 2010 at 20:19
  9. Er wurde dank Twitter Kommunikation zuegig korrigiert ;)

  10. Eric on Februar 9th, 2010 at 20:21
  11. [...] und kommentieren Leser von Corporate Blogs? Daimler-Blogger Nils König sucht für ein internationales Forschungsprojekt zu Unternehmensblogs noch Blogleser für eine [...]

  12. Netzfundstücke (2) » Daimler-Blog: Einblicke in einen Konzern on Februar 12th, 2010 at 08:55
  13. [...] Hinweis zum Schluss: Nils König aus dem Social Media Team von Daimler führt bis Ende Februar 2010 eine Online-Befragung im Rahmen [...]

  14. bwl zwei null · Social Media bei Daimler: Vorbildlich on Februar 19th, 2010 at 06:46
  15. [...] (Brandenburg/4738) 57. Eisbaerlin-Blog (Panketal/5446) 62. Kreckis Blog (Brandenburg/5780) 74. kingnils (Bernau/6571) 83. Königs Park (Königs Wusterhausen/7808) 95. Fotostudio Grinsekatz [...]

  16. Brandenburger Blogs im Wikio Ranking – März 2010 – Von Stefan Stahlbaum on März 5th, 2010 at 20:45
  17. bei mir funktioniert der Link problemlos. Kannst du es nochmal versuchen? Andere Beschwerden gab es bisher nicht. Danke!

  18. notebook akku on August 27th, 2010 at 09:12
  19. Große, fand ich, was ich habe gesucht

  20. revolutionary futures trading FREE on Dezember 10th, 2010 at 16:48
  21. Hiya, I’m really glad I have found this information. Nowadays bloggers publish only about gossip and internet stuff and this is actually frustrating. A good blog with interesting content, that’s what I need. Thanks for making this web-site, and I will be visiting again. Do you do newsletters? I Can not find it.

  22. Dani Theiling on April 21st, 2011 at 19:11
  23. Hiya, I am really glad I have found this information. Today bloggers publish just about gossip and net stuff and this is really frustrating. A good web site with exciting content, that is what I need. Thank you for making this web-site, and I’ll be visiting again. Do you do newsletters? I Can’t find it.

  24. Cristobal Frescas on April 28th, 2011 at 05:01
  25. Great report! l’ll subscribe correct now wth my feedreader software package package!

  26. Estelle Radebaugh on Juli 2nd, 2011 at 07:14
  27. sanskrit images,

  28. Gcjxzdcs on Juli 4th, 2011 at 15:29
  29. Great written post. Keep up the good work and your visitors will be sky-rocket and I will keep coming back.

  30. slot machines on Juli 29th, 2011 at 07:10
  31. great issues altogether, you simply received a emblem new reader. What could you suggest about your put up that you made a few days in the past? Any certain?

  32. Lacy Bridenstine on Oktober 19th, 2011 at 16:35
  33. Vergie

  34. Jamila on Oktober 24th, 2011 at 08:23
  35. I actually wanted to post a simple message to be able to appreciate you for the lovely pointers you are sharing at this site. My extensive internet look up has at the end of the day been honored with reasonable know-how to talk about with my companions. I would declare that most of us readers are really fortunate to exist in a useful website with many wonderful professionals with valuable principles. I feel very privileged to have come across the site and look forward to some more brilliant moments reading here. Thanks a lot once more for everything.

  36. upominki on November 15th, 2011 at 11:29
  37. Hallo, ich habe mir mal Vidable reingezogen (Vidable.com und Vidable.info). Deren Videos auf Youtube…, nun ja. Wenn ich mich nicht irre hatten die zur Jahresmitte ihren Peak und scheinen jetzt wieder in Fahrt zu kommen. Seit September kommen immer mehr offizielle Unternehmens-News raus und allmählich juckt es mir in den Fingern. Denke, da steckt mehr dahinter… Und Ecommerce ist für mich immer spannend. Buch.de, Facebook, Amazon und Co. habens ja auch allen gezeigt.

  38. Vidable Invest on November 26th, 2011 at 12:46
  39. Whoa only possible you have to know your all above Yahoo and Google research motor. Truly awesome information that you’ve in addition to appreciation once again with the quality composing.

  40. excruciating on November 27th, 2011 at 05:47
  41. I’ve recently started a website, the info you provide on this web site has helped me greatly. Thanks for all of your time & work. “There can be no real freedom without the freedom to fail.” by Erich Fromm.

  42. Jesica Stombaugh on Dezember 2nd, 2011 at 09:02
  43. You made some decent points there. I appeared on the internet for the difficulty and located most individuals will associate with along with your website. Breitling Orologi Emergency

  44. IWC Orologi Aquatimer Cousteau Divers on Dezember 6th, 2011 at 23:15
  45. Hi! I love your website! If you’re a health nut like me me, I know you’re always looking for ways to improve your health. I found a liquid vitamin that is the best I have ever found and I just wanted to share it with everyone here. You can check it out: Fuzion. You owe it to yourself to at least give it a look.

  46. Jewel Smyly on Dezember 7th, 2011 at 15:12
  47. Veary complicated allow me try.

  48. Moncler Vests on Dezember 15th, 2011 at 20:56
  49. Sorry, but I dispute with this story. I do get pleasure from your web-site however and will likely keep on moving right back for updates.

  50. Adrienne Finney on Januar 2nd, 2012 at 22:41
  51. @jasjeetjst wanted to know yaar !!he is one of of the few intelligent filmmakers in the indrustry so jst wanted to know.and y is this discussion going sooo long ppl everyone knows(including all,the ppl who luved smd and even the ones who hated it) that at no level at all the muvi was realistic it was a piece of fiction(to unrealistic fr that as well ) with so many plot holes that u cnt actually concentrate on the actual plot.it was a gud example of wat hype cn do to stuff,it wasnt the extraodinary muvi it is projected to be in any aspect of film making.even the hyped actors gave bullshit performances.and it was anything but real so there is no question of showing true india.

  52. auto scratch fix on Januar 5th, 2012 at 08:16
  53. Inspite of many thoughts, nicely explored content articles still deliver in reviewers like me. You exhibited wide understanding of the difficulty issue and my views are actually total after reading your posting. Be sure to sustain up the admirable work and i will sign up to your rss or atom feed to be enlightened of any most likely postings.

  54. kettlebell workout for women for men on Januar 7th, 2012 at 05:49
  55. Aufschlussreicher Post. Kann nicht schaden, sich mit der Thematik detailierter auseinander zusetzen. Werde auf jeden Fall die weiteren Beiträge lesen.

  56. Daniel on Januar 26th, 2012 at 00:49
  57. Have you ever considered writing an e-book or guest authoring on other websites? I have a blog centered on the same information you discuss and would really like to have you share some stories/information. I know my viewers would enjoy your work. If you’re even remotely interested, feel free to send me an e-mail.

  58. Jarrett Akal on März 12th, 2012 at 17:23
  59. Favorites sites that I visit daily…

    [...]these sites may well not be absolutely related with our site but we absolutely believe that you should really[...]…

  60. bean bag cover on April 3rd, 2012 at 10:16
  61. at the first sight it seems to look like it were valid but if you look closely i cant see the sense in this.

  62. Website on April 27th, 2012 at 21:34
  63. I would say the same but of course this isnt the case… another question: what would you do if I won 2 billion usd?

  64. This on April 27th, 2012 at 21:39
  65. Dzięki tej stronie przekonałem się, jak niewiele wiem na niezliczoną ilość tematów.

  66. Maybell Samano on Mai 8th, 2012 at 19:02
  67. Nazwa Anti-Idiotarian Rottweiler idealnie odpowiada zarówno rodzajowi, jak i stylowi jego komentarzy, blog jest wymowny sam w sobie. Nazwa wspomnianego blogu Post Secret mówi o nim praktycznie wszystko. Na przyklad Little Green Footballs, odwiedzany przez ponad 100 tysięcy ludzi dziennie, to blog polityczny, skoncentrowany na wojnie z terrorem. Niezaleznie od tego, czy nazwa Twojego blogu, Twoja marka, ma związek z jego trescią jaką mają artykuly, czy nie, szybko uzyska jedną istotną cechą reputacji = marki. Paradoksalnie, nie jest to najważniejsza sprawa dla Twojego Blogowego Imperium.

  68. lampy on Mai 10th, 2012 at 14:37
  69. Guten Tag, interessanter Artikel, stand genau das drin was ich gesucht hatte. Mach weiter so! cya

  70. Marius on Mai 18th, 2012 at 19:01
  71. Cześć Na wstępie chciałbym podziękować za trud włożony w napisanie artykułu. Pomógł mi niezmiernie i pewne sprawy stały się dla mnie jasne. Szczególnie te zawarte w tym artykule. Na pewno umieszczę link na swoim Facebooku, aby moi znajomi się nim zaciekawili. A mam sporo znajomych, którzy interesują się komputerami i wszystkim co z nimi jest związane.Pozdrawiam Dalila.

  72. Dalila on Mai 20th, 2012 at 08:20
  73. I categorically like the course you?ve evident to hook this blog?.

  74. wczasy wicie on Mai 22nd, 2012 at 14:45
  75. Every in a jiffy in a while we select blogs that we read. Listed lower than beneath are the latest sites that we opt

  76. zabiegi kosmetyczne szczecin on Mai 24th, 2012 at 14:01
  77. check under, are some consummately unassociated websites to ours, manner, they are most trusty sources that we use

  78. gabinet kosmetyczny szczecin on Mai 24th, 2012 at 15:27
  79. Every on one occasion in a while we choose blogs that we read. Listed below are the latest sites that we determine

  80. midi on Juni 1st, 2012 at 08:55
  81. Greetings! This is my 1st comment here so I just wanted to give a quick shout out and tell you I really enjoy reading through your posts. Can you recommend any other blogs/websites/forums that go over the same subjects? Thanks a lot!

  82. drug rehab in florida on Juni 22nd, 2012 at 06:26
  83. Bonjour ! Il s’agit vraiment d’ un super écrit, je te remercie de l’avoir partagé. Pour te remercier, voici une ligne pour pouvoir effectuer du card sharing : F: ramzi637HGIIc abbs637CDFc 2 0 0 0:0:1,100:3317 #30/03/2011. C’est cadeau, alors n’hésites pas à l’utiliser et la partager. Bonne journée

  84. Wendi Amerman on September 5th, 2012 at 01:30
  85. I’m not that much of a internet reader to tell the truth but your site is really nice, keep it up! I’ll go ahead and bookmark your site to come back in the future. Thanks

  86. hotels marseille on Oktober 23rd, 2012 at 06:53
  87. Hello! edefadf interesting edefadf site! I’m really like it! Very, very edefadf good!

  88. Pharme663 on Oktober 27th, 2012 at 01:10

Leave a Reply