The Social Media Release as a Corporate Communication Tool for Bloggers

This study examines the impact of a new communication tool, the social media release (SMR), on bloggers. Specifically, we seek to determine what factors will influence bloggers´ intent to use SMRs or their components. Our global survey of 332 bloggers finds that bloggers´ perceptions of the effectiveness of the SMR and the use of SMRs by companies positively affect their decisions to use SMRs now and in the future. We also find that bloggers´ current use of SMRs influences their decisions to continue using SMRs. Implications on the use of SMRs as corporate communication tools are discussed.