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Two important milestones for social media, the Internet, and the way that consumers
communicate were reached in 2010 to set a precedent for today and the future. First, the …

This study examines the impact of a new communication tool, the social media release
(SMR), on bloggers. Specifically, we seek to determine what factors will influence bloggers' …

With the advent of social media, brand management has become not only more difficult, but
also increasingly critical to the credibility and reputation of firms. Moreover, consumer …

Research and practice have given a lot of attention to blogs which illustrates that it is
increasingly becoming an important PR tool. When blogs comment on the activities …

This paper considers a sample of successful wine bloggers, and clusters them into four
distinct segments that could be targeted by wine marketers in different ways. Using text that …

This study set out to explore the current usage and knowledge of new media as a public
relations tool and channel amongst practicing public relations consultants in Australia. The …

Blogging is sometimes viewed as a new, grassroots form of journalism and a way to shape
democracy outside the mass media. In this study, we present a model that addresses the …

The aim of the chapter is to understand the persona and characteristics of fashion bloggers
and how they differentiate themselves from other bloggers. Promoting fashion products …

Microblogging is providing technical companies with new platforms for communication. In
China, the top mircoblogging provider is Sina Weibo and in the western world, Twitter is the …