Title :
Storytelling for business blogging: A process on two path model
Author :
Liu, Han-yuh ; Wu, Chia-yen
Author_Institution :
Dept. of Bus. Adm., Nat. Dong Hwa Univ., Hualien, Taiwan
Abstract :
Storytelling is increasingly used in blog marketing for building customer loyalty, but as yet still have a fuzzy process on it. Applying qualitative methods to delineate a concrete picture of blog storytelling, this study develops four categories for it and proposes an analytic procedure for further study.
Keywords :
Web sites; business data processing; customer satisfaction; fuzzy set theory; marketing data processing; blog marketing; blog storytelling; business blogging; customer loyalty; fuzzy process; two path model; Blogs; Electronic publishing; Encyclopedias; Mashups; Navigation; business blog; content marketing; storytelling;
Conference_Titel :
e-Education, Entertainment and e-Management (ICEEE), 2011 International Conference on
Conference_Location :
Bali
Print_ISBN :
978-1-4577-1381-1
DOI :
10.1109/ICeEEM.2011.6137841
