Corporate blogs : what factors influence blog readers and comment providers to continue using blogs

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dc.contributor.authorNegrutu, Livia
dc.contributor.authorUniversity of Lethbridge. Faculty of Management
dc.contributor.supervisorDobing, Brian
dc.date.accessioned2014-07-31T22:49:59Z
dc.date.available2014-07-31T22:49:59Z
dc.date.issued2013
dc.degree.levelMastersen_US
dc.degree.levelMasters
dc.descriptionvii, 113 leaves ; 29 cmen_US
dc.description.abstractAs blogs have become a new and significant way of distributing information, businesses and organizations have started looking for ways to exploit corporate blogs. With their recent evolution, little research has been conducted on the factors that influence blog readers and comment providers to continue engaging in corporate blogging activities. In this study, we analyze IT corporate blog users' motivations to continue using blogs based on an integrated technology acceptance model (TAM) and expectation confirmation model for the information technology domain (ECM-IT). Our findings suggest that confirmation, perceived usefulness, information quality and social norms are the main determinants of satisfaction, attitude and continued blog usage intention. Moreover, results indicate that some of the factors that influence users to continue using personal blogs do not apply to corporate blog visitors. Overall, our model explains 71% of the variance of continued blog usage intention.en_US
dc.identifier.urihttps://hdl.handle.net/10133/3476
dc.language.isoen_CAen_US
dc.proquestyesNoen_US
dc.publisherLethbridge, Alta. : University of Lethbridge, Faculty of Management, c2013en_US
dc.publisher.facultyManagementen_US
dc.relation.ispartofseriesThesis (University of Lethbridge. Faculty of Management)en_US
dc.subjectBlogsen_US
dc.subjectBusiness communication -- Blogsen_US
dc.subjectCommunication in organizationsen_US
dc.subjectDissertations, Academicen_US
dc.titleCorporate blogs : what factors influence blog readers and comment providers to continue using blogsen_US
dc.typeThesisen_US
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