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Conveying Trust: Transparency & Credibility Methods in Corporate Blogs

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Conveying Trust: Transparency & Credibility Methods in Corporate Blogs Document Transcript

  • 1. CONVEYING TRUST: TRANSPARENCY AND CREDIBILITYMETHODS IN CORPORATE BLOGSAUTHORS:Adeline Chua Phaik Harn, Kirsten Robertson, Kenneth Richard Deans, Mathew Parackal(forthcoming New Zealand Journal of Applied Business Research, 2012, Vol. 10, Issue 2)ABSTRACTWeb 2.0 social media tools such as corporate blogs are helping to improve marketingcommunication strategies by allowing companies to interact with their online audience.However, despite their many espoused marketing benefits, corporate blogs still face transparencyand credibility-related issues, which inevitably affect the question of trust. To understand theimpact of trust on corporate blogs, an overview of transparency and credibility-related methodsfound in the corporate blog literature and their association to trust is presented. Based on aninterpretive study of 16 companies operating in four service industries in New Zealand, empiricalmethods adopted by the companies to appear more trustworthy via eight transparency and fivecredibility factors are revealed. Implications of the findings could help academics andpractitioners to highlight more effective corporate blogging strategies aimed at conveying trustonline.KEYWORDSCorporate blogs, online marketing communication, trust, transparency, credibility, web 2.0