微博營銷外文翻譯---博客公關：博客公共關系的探索性分析(編輯修改稿)

　

【文章內容簡介】 dated or include new input on a daily basis. . Authorship In their study into corporate blogs Lee, Hwang, and Lee (2020) split them into ?ve categories: the employee blog, written by any worker in the pany。 the group blog, which is a workers’ blog kept not by one person alone but by a set of experts。 the executive blog, written by management。 the promotional blog, which is an impersonal corporate blog seeking to spark discussion on products and events。 and lastly, the newsletter blog, which is also impersonal and aims to represent the pany stance through its information. We have used this blog authorship classi?cation for our own study but brought it down to only three analysis categories: personal blogs, by public relations professionals。 pany blogs written by an employee, 2 either nonmanagement or management。 and public relations pany blogs. The largest share (%) of the blogs analyzed in this study is personal, written primarily by public relations professionals. Corporate blogs written by employees or management constitute a much smaller proportion (%). Impersonal corporate blogs were by far the smallest group (%). This data corroborates the fact that one of the main characteristics of blogs is that they are personal, and users seek this ‘human voice’ in their munication (Jenkins, 2020). Impersonal corporate blogs are not as widely accepted by the blogger munity (Lee et al., 2020: p. 320) because they are seen as marketing tools or as simple ?lters from the public relations department. Table 1 Objectives of analyzed blogs Blog’s objectives N % Give personal opinions 54 Comment on current affairs 62 Inform about personal life 26 Inform about products/services 34 Inform about an organization 28 Theory development 19 With regard to the type of personal blogs, these results match those found in other research. Herring, Scheidt, Bonus, and Wright (2020), in a study conducted in 2020 on a sample of 199 blogs, also observed that most blogs (70%) were personal. Indeed, according to this study, personal information is one of the de?ning characteristics of blogs. However, what is most striking in these results is the low percentage of corporate blogs written by employees, given the powerful municative tool that they constitute for organizations. Some panies have caught on to their potential and encourage their staff to keep blogs. These contain personal, subjective munication that is not directly sent out by the pany but by a third party who gives their own opinions and the information is therefore perceived as impartial and unbiased. However, the value of this type of munication lies not only in its impartiality but also in the personal information provided, which gives a human face to the pany and builds up a positive munity vision around it and its products (Lee et al., 2020). . Content Table 1 shows the main objectives of the blogs analyzed. As can be seen, most seek to ment upon topical affairs in public relations profession, as well as to voice personal opinions on these issues. Given that the blogs analyzed are largely personal, interest in the author’s contributions is understandable. Conversely, the low percentage of weblogs that aim to debate issues surroundin