Abstract

This paper presents the preliminary results of a wider research about Corporate Blogs as emerging effective tools for a new approach to Customer Relationship Management. Despite the increasing interest on the emergence of a virtual dimension of CRM and the main implications in terms of knowledge sharing, customers retention and reputational consequences, the research on Web 2.0 technologies applied to marketing is still in its infancy. This paper aims to provide a set of guidelines to suggest a more effective way to utilize a corporate blog. We applied Social Network analysis to illustrate a case in which the dimensions and dynamics of a Customers Virtual Community go beyond the boundaries of the official institutional blogs. The evidences from the case show the potential benefits of a network-based approach to help direct marketing efforts and invest in scanning the Blogosphere where ideas, opinions and comments may represent lost business opportunities.

Autore Pugliese

• Del Vecchio Pasquale , Passiante Giuseppina

Tutti gli autori

• Del Vecchio P. , De Maggio M. , Grippa F. , Passiante G.

Titolo volume/Rivista

Non Disponibile

Anno di pubblicazione

2010

ISSN

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ISBN

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Numero di citazioni Wos

Nessuna citazione

Ultimo Aggiornamento Citazioni

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Numero di citazioni Scopus

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Ultimo Aggiornamento Citazioni

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Settori ERC

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Codici ASJC

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