An empirical model of corporate blog impact in marketing communications

Blogs are becoming increasing presences in consumers' habits and many of them base their opinions on information found online. As a result, companies need to include them in their branding and marketing research efforts. But out of the millions of weblogs on the Internet which should be used and which not? And should companies start to use their own (corporate) blogs as part of online marketing strategies? In this paper we report a survey aimed at findings which are the assets of a successful blog, using consumers' perspective and we present an empirical blog success model based on them.