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1、InternetMarketingInvolvementandconsumerbehavior.Shwu-ingwuAsiaPacificJournalofMarketingandLogisticsVolume14,Issus4,200221.Wu,Shwu-Ing,2002, Internet Marketing Involvement and Consumer Behavior,AsiaPacificJournalof Marketing andLogistics,Vol.14,No.4(ABI/INFORMGl
2、obalIndex).BloggingPR:AnexploratoryanalysisofpublicrelationsweblogsKeywords:WeblogPublicrelationsInteractivityUsabilityAbstract：AlthoughthereareevermoreweblogsontheInternet,thisisanareathathasbeenlittleresearchedinpublicrelations,andwheretheyhavebeenanalyzedith
3、asbeenasatoolforcommunicationratherthanaprimaryinformationsourceinthepublicrelationsbodyofknowledge.Thispaperprovidesanexploratorystudyofthestructureandcontentof67blogsonpublicrelationstodeterminewhatissuestheydealwithandwhethertheyareatoolforthetheoreticaldeve
4、lopmentofthefield.Inadditiontotheircontentwehavelookedatthestructure,usabilityandinteractivityoftheblogs.1.IntroductionBlogsareseenbysomeauthorsasmajortoolsforonlinecommunication,whereasbyotherstheyarelittlemorethanexperts’opinionsonagivenissue(Herrera&Celaya,20
5、06).Theyaresucharecentmedium(beginningin1996)thattheconceptremainscontroversialandarguable(Barton,2005).Inanyeventtheirpersuasiveandinformativefunctionisofgreatrelevanceastheycanobtainopinionleadershipwithahugeinfluenceoverpublicopinion.InthissenseSweetserandMet
6、zgar(2007)havedemonstratedthatincrisissituations,peoplewhoreadpersonalblogshavealowerperceptionofcrisisforanorganization.Theriseofblogsseemstobeunbridledanditisaphenomenonthatisoccurringinallknowledgefields(Jenkins,2006).Therearecurrentlyover60millionblogsinexis
7、tenceand75,000newoneseachday(Cohen&Krishnamurthy,2006).Morethan14millionpeopleworldwidekeepapersonaldiaryontheInternetandafurther100million(onethirdoftheactiveWebuniverse)readblogshabitually(Gordillo,2007).Everysixmonthstheblogospherepopulationdoubles,anditisto
8、daysixtytimesgreaterthanthreeyearsago.Nocommunicationmediumhaseverburgeonedsorapidly.Weblogwritersproduce700,000to1.3millionarticleseveryday—almostoneasecond(Gordillo,2007).
