17 Jan 2014

Personal Blog Marketing: Chapter in book on Marketing in the Cyber Era

A new book titled "Marketing in the Cyber Era: Strategies and Emerging Trends" has just come out. The book is published by IGI GlobalQuite excited as it has a chapter which I co-authored with Dr. Ezlika Ghazali, titled 'Personal blog marketing".

I have extracted this chapter from my PhD thesis and expanded on some of the key issues.

Here is the abstract:

This chapter looks at the commercialization of personal blogs and also defines some of the key terms that have emerged as a result of this phenomenon, including “sponsored posts.” Despite their importance, the authors feel that not enough attention has been paid by academics to the development of marketing in the blogosphere. The chapter also examines the concerns that marketing communications on blogs may be contributing to the shadow economy around the world. The uniqueness of this new form of advertising medium is emphasized, and it is hoped that this chapter will also add to the understanding of why the study of blogs and their commercialization is absolutely essential.

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