Opinions about the role of corporate blogging in social media branding. An investigation on the perceived diffusion and effectiveness of the activity

      Аннотация: In a world characterized by sophisticated customers, complex markets and an increasing request for transparency, the corporate blog may represent an important tool for social media branding activities. Exploiting both flexibility and interactivity, the social medium gives organizations a great opportunity for promoting the brand, engaging people and enhancing brand reputation. After a rich literature review about corporate branding and blogging, this research investigates the opinions that four relevant publics have about the diffusion and effectiveness of the social platform as a branding tool, taking as example the case of the Southern part of Switzerland. At the same time, it attempts to propose some possible motivations to those opinions, as well as some possible consequences they may have on the actual diffusion and effectiveness of the corporate blog in the area. In this way, the current study would like to take a step forward in the comprehensive understanding of the social media branding field, giving the input for widening the scope of the analysis.

Ключевые слова: Branding, Corporate Branding, Social Media, corporate blogging, corporate blog, social media branding, public opinions, digital corporate communication