Title: Corporate blog usage and its success factors: multiple case studies at consulting firms in Indonesia

Authors: Achmad Nizar Hidayanto; Indah Nurul Razaad; Muhammad Rifki Shihab; Zainal Arifin Hasibuan

Addresses: Faculty of Computer Science, Universitas Indonesia, Kampus UI Depok, 16424, Indonesia ' Faculty of Computer Science, Universitas Indonesia, Kampus UI Depok, 16424, Indonesia ' Faculty of Computer Science, Universitas Indonesia, Kampus UI Depok, 16424, Indonesia ' Faculty of Computer Science, Universitas Indonesia, Kampus UI Depok, 16424, Indonesia

Abstract: This study was aimed to analyse the obtained value of the company's corporate blog and its supporting factors. We conducted qualitative research by doing deep interview to three consulting firms in Indonesia that are still actively using a corporate blog to analyse the firms practice in managing the corporate blog in terms of motivation of use, functionality, writing ideas and concepts, constraints, policies and their impact on the organisation. We found several key important innovation features in the blog usage, among of them are to show company's identity, to engage company with its clients and society, to educate its employees in order to be known by society, and to walk the talk for increasing client confidence of company's intellectuality. In addition, we also successfully mapped these practices to success factors for sustaining corporate blog.

Keywords: innovation; social media; corporate blogs; consulting firms; Indonesia; success factors; blog usage.

DOI: 10.1504/IJIL.2014.064729

International Journal of Innovation and Learning, 2014 Vol.16 No.3, pp.253 - 276

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 08 Sep 2014 *

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