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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/INFORMGlobalIndex).Bl
2、oggingPR:AnexploratoryanalysisofpublicrelationsweblogsKeywords:WeblogPublicrelationsInteractivityUsabilityAbstract：AlthoughthereareevermoreweblogsontheInternet,thisisanareathathasbeenlittleresearchedinpublicrelations,andwheretheyhavebeenanalyzedithasbeenasatoolforcommunicat
3、ionratherthanaprimaryinformationsourceinthepublicrelationsbodyofknowledge.Thispaperprovidesanexploratorystudyofthestructureandcontentof67blogsonpublicrelationstodeterminewhatissuestheydealwithandwhethertheyareatoolforthetheoreticaldevelopmentofthefield.Inadditiontotheirconte
4、ntwehavelookedatthestructure,usabilityandinteractivityoftheblogs.1.IntroductionBlogsareseenbysomeauthorsasmajortoolsforonlinecommunication,whereasbyotherstheyarelittlemorethanexperts’opinionsonagivenissue(Herrera&Celaya,2006).Theyaresucharecentmedium(beginningin1996)thatthe
5、conceptremainscontroversialandarguable(Barton,2005).Inanyeventtheirpersuasiveandinformativefunctionisofgreatrelevanceastheycanobtainopinionleadershipwithahugeinfluenceoverpublicopinion.InthissenseSweetserandMetzgar(2007)havedemonstratedthatincrisissituations,peoplewhoreadper
6、sonalblogshavealowerperceptionofcrisisforanorganization.Theriseofblogsseemstobeunbridledanditisaphenomenonthatisoccurringinallknowledgefields(Jenkins,2006).Therearecurrentlyover60millionblogsinexistenceand75,000newoneseachday(Cohen&Krishnamurthy,2006).Morethan14millionpeople
7、worldwidekeepapersonaldiaryontheInternetandafurther100million(onethirdoftheactiveWebuniverse)readblogshabitually(Gordillo,2007).Everysixmonthstheblogospherepopulationdoubles,anditistodaysixtytimesgreaterthanthreeyearsago.Nocommunicationmediumhaseverburgeonedsorapidly.Weblog
8、writersproduce700,000to1.3millionarticleseveryday—almostoneasecond(Gordillo,2007).
