Title: A cross cultural study of corporate blogs in the USA and Korea

Authors: Sunran Jeon, Seong No Yoon, Jongheon Kim

Addresses: Department of Management, 209 College of Business Administration, University of Nebraska-Lincoln, Lincoln, NE 68588-0491, USA. ' Department of Management, 209 College of Business Administration, University of Nebraska-Lincoln, Lincoln, NE 68588-0491, USA. ' Department of Management, 209 College of Business Administration, University of Nebraska-Lincoln, Lincoln, NE 68588-0491, USA

Abstract: Corporate blogging is now world wide due to the potential benefits of blogging. The purpose of this study is to investigate corporate blogging in two leading countries of blogging: the USA and Korea. The framework to compare corporate blogging in two countries is corporate blogging strategies developed by Lee et al. As compared to corporate blogging strategies in the USA, 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 in the USA.

Keywords: corporate blogs; promotion blogs; cross-cultural study; organisational blogs; Korea; USA; United States.

DOI: 10.1504/IJITM.2008.016602

International Journal of Information Technology and Management, 2008 Vol.7 No.2, pp.149 - 160

Published online: 11 Jan 2008 *

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