A cross cultural study of corporate blogs in the U.S. and in Korea

Corporate blogging is now world wide due to the potential benefits of blogging. The purpose of this study is to investigate corporate blogging in the U.S. and Korea. The framework to compare corporate blogging in two countries is corporate blogging strategies developed by Lee et al. (2006). Comparing corporate blogging strategies in the U.S., top-down corporate blogging strategy IV (promotion) is mostly adopted in Korea, and most companies use their blogs at the third party site. Promotion blogs have gained popularity and high readership in Korea unlike U.S