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Exploratory Study on Corporate Blogs: Potential of Corporate Blogging to Be a New Public Relations Tool

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Exploratory Study on Corporate Blogs: Potential of Corporate Blogging to Be a New Public Relations Tool EXPLORATORY STUDY ON CORPORATE BLOGS: POTENTIAL OF CORPORATE BLOGGING TO BE A NEW PUBLIC RELATIONS TOOL By YI-JONG TSAI A THESIS PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN MASS COMMUNICATION UNIVERSITY OF FLORIDA 2006 Copyright 2006 by Yi-Jong Tsai I would like to dedicate this thesis to my parents and my sister. Thanks for their endless love and warmest support ACKNOWLEDGMENTS I especially would like to thank the following people, who have given me care, support, and love during the preparation of this thesis. This thesis would not have been possible without them. Many thanks go to my committee chair, Professor Juan-Carlos Molleda, who read my numerous revisions and offered me valuable guidance, and dedicated his time and energy to make this thesis a success. Also special acknowledgements go to my two other committee members, Professor Linda Hon and Professor Melinda McAdams. I would like to thank Professor Linda Hon for her encouragement to me to start this study and providing me lists of blog research. I would like to thank Professor Melinda McAdams for helping me to revise the methodology and coding sheets by her expertise in Weblogs. Her inspirational instructions and enthusiasm in researching and teaching have been accompanied with me from start to finish of this study I thank all my professors in the College of Journalism and Communications, for their knowledge and guidance during my master’s study in University of Florida. Special thanks go to Professor Peg Hall, Professor Meg Lamme, Professor Michael Mitrook, Professor Linda Perry, Professor Kim Walsh-Childers and Professor Spiro Kiousis. I also thank Professor Alan Freitag from the University of North Carolina, Charlotte, who provided us a wonderful international public relations course in London. I would like to thank Ai-Chih Chang, Yi-Jen Huang, Yin-Hua Chu, Ting-Yu Hsu, Oliver Hsu, Sally Liu, Danny Tu, for helping me during the most difficult times in iv writing this thesis. Without them, this thesis could not have been made possible. And special thanks go to Yun-Ting Su and Chia-Yi Cheng, for extending a helping hand when I was desperate and always being my best friend during this long process. I thank all my friends from my high school pals to those fabulous friends at National Chengchi University, to those I met at the University of Florida. They are the best friends I have ever had, who have brought me endless love and joy. Thanks go to Lun-Wei Chang, I-Hsuan Chen and Yu-Ching Tsai and Sheng-Ho Wang for always cheering me up when I feel discouraged and giving tireless supports I needed to move on. I especially want to thank my best friends here in the College of Journalism and Communications for their love, support, and inspiration: Chun-Hsin, Huang, Yi-Shan Hsu, and I-Hua, Lee. I also thank my dear friends here in Gainesville for sharing my happiness and sadness, Pei-Ying Chan, Yin-Hsuan Chen, Hung-Ta Wang, Hung-Yen Lee, Hung-Hsun Su, Jones Yen, Kirk Weng, Hsin-Ta Wu and many more. Most of all, I would thank my father Ming-Chung Tsai, my mother Yue-Hua Liu, and my sister Yi-Lin Tsai, for their ever-lasting love, faith, and support throughout my lifetime. They are the best family in the world and have been a source of love and energy in my life. v TABLE OF CONTENTS Page ACKNOWLEDGMENTS ................................................................................................. iv LIST OF TABLES............................................................................................................. ix LIST OF FIGURES .............................................................................................................x ABSTRACT....................................................................................................................... xi CHAPTER 1 INTRODUCTION ........................................................................................................1 2 LITERATURE REVIEW.............................................................................................4 The Internet and Public Relations.................................................................................4 J.E. Grunig’s Four Models of Public Relations............................................................5 Websites and Public Relations......................................................................................7 Weblogs and Public Relations......................................................................................8 Origins and History of Blog .......................................................................................10 Definition and Elements of Weblogs ..................................................................10 Origins and History of Weblogs..........................................................................11 Charactersitics of Weblogs..................................................................................14 Glossary of Blogging Terms.......................................................................................15 Types of Public Relations Blogging...........................................................................16 Corporate Blogging ....................................................................................................18 Definition of Corporate Blogging .......................................................................19 Who blogs on Corporate Blogs?..........................................................................20 Blogging is Gaining Ground with Corporations .................................................21 Features of Corporate Blogging ..........................................................................22 Corporate Blogs as a Means to Foster Trust .......................................................24 Principles for Public Relations Blogging ............................................................25 Diffusion of Innovations.............................................................................................26 History of Diffusion Research.............................................................................26 Elements in the Diffusion of Innovations Process ..............................................27 Typology of Diffusion Research .........................................................................29 Innovations in Organizations...............................................................................30 Characteristics of Organizational Innovativeness ...............................................31 vi Research Questions.....................................................................................................33 3 METHODOLOGY .....................................................................................................35 Population...................................................................................................................36 Sample ........................................................................................................................38 Unit of Analysis..........................................................................................................39 Categories Development.............................................................................................40 Coding Sheet Construction.........................................................................................41 Time Period ................................................................................................................44 Coding Procedure and Inter-Coder Reliability...........................................................45 Data Analysis..............................................................................................................46 4 RESULTS...................................................................................................................47 Sample ........................................................................................................................47 NAICS Categories ......................................................................................................48 First Timestamp, Latest Timestamp and Update Frequency......................................51 Research Question One...............................................................................................52 Adopter Categories..............................................................................................52 Industry Categories of Adopters..........................................................................53 Research Question Two..............................................................................................55 Position in the Workplace of Corporate Blogs Authors......................................55 Motivation ...........................................................................................................55 Communication Attributes ..................................................................................56 Update Frequency................................................................................................58 Correlation Findings............................................................................................59 Research Question Three............................................................................................59 Personal Nature ...................................................................................................59 Corporate
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