Corporate Blogging in the Technology Industry

Corporations are now exploring the value of blogs as a marketing tool. This thesis investigates how corporate bloggers in the technology industry are using this new technique to communicate with customers. One blogger from each of the following companies: Cisco, IBM, HP, Microsoft, Sun, Adobe, Accenture, Red Hat, Oracle, and BEA, was interviewed through a series of on-line interviews. Using a basis of two-way communication theory, the interviews explored whether there is an effective blogging model technology companies can use and if blogs are a viable marketing tool for technology companies. Results demonstrate that blogs are a viable tool in the marketing mix, but this study was inconclusive in providing a model for other technology companies to adopt