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Use of an Organizational Weblog in Relationship Building
Stephen W. DittmoreG. Clayton StoldtT. Christopher Greenwall
其他書名
The Case of a Major League Baseball Team
出版Human Kinetics, Incorporated, 2008
ISBN15264373419781526437341
URLhttp://books.google.com.hk/books?id=H43itAEACAAJ&hl=&source=gbs_api
註釋This case study explores the use a Major League Baseball team's organizational weblog. Organizational weblogs are forums for the 2-way exchange of information and commentary between an organization and its publics. Most sport organizations, however, have yet to embrace the weblog as a form of organizational communication. Recent research suggests a greater need to understand how sport organizations might use weblogs to outreach to target audiences from a communications perspective. This study assesses whether readers perceive an organization's official weblog to be an effective form of 2-way communication and profiles the readers of an organizational weblog based on demographics, consumption patterns, and points of attachment. Results showed that readers perceived the organizational weblog to be highly conversational and effective at communicating organizational commitment. In addition, readers were voracious media consumers of the team's games, repeat ticket customers, and highly identified, both with the sport and with the team.