The article aims to look at the corporate blog from the perspective of corporate citizenship concept and thus define business blogging as an effective marketing communications tool on the Web, only if used as a two-way, authentic, audience-wise communication practice.
The potential of the business blog as a marketing tool is seen through the prisms of the transformed marketing mix and the increasingly transparent and more connected Web, both of which call for authenticity and integrity in any communication, that of the corporate blog included.
Through selection and discussion of theoretical material, the article seeks to find out how useful the concept of corporate citizenship for understanding (and using) corporate blogging is.
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