초록

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Abstract ▼ AI-Helper

Blogs, one of the new Internet applications, are expanding and being used in various business areas. In the Korean organizations, blogs have been used in an ever-increasing number of ways such as communication, a powerful tool for reaching out to customer community, and improvement of information ...

Blogs, one of the new Internet applications, are expanding and being used in various business areas. In the Korean organizations, blogs have been used in an ever-increasing number of ways such as communication, a powerful tool for reaching out to customer community, and improvement of information flow. Because the use of organizational blogs in Korea is at an early stage, most organizations use the blogs only for short-term marketing strategy. Even though organizational blogs have an positive effect on organizations, they may have also some side effects. Organizations need to adopt their blogs properly on the basis of the characteristics of the industry, marketing, and organizational strategy. The research team classified organizational blogs into four types through analyses of 11 organizational blogs in Korea. A two-dimensional framework is based upon the orientation and the function dimensions. The research team found that there are apparent differences among the four types of organizational blogs, and suggested several guidelines when organizations in Korea adopt their own blogs for their business domains. This paper ends with discussion of study"s limitations and implications.

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