The new Internet, dubbed as web 2.0, has been hailed as the next wave of technology,
introducing a plethora of social media tools such as blogs, social networking, media-sharing, collaborative tagging and wikis. These web 2.0- driven technologies are significantly advancing the business world from the 20th century of one-to-many, top-down mass communications model towards a 21st century communications model that is more open, interactive, multidimensional and participatory. As a result, web 2.0 has carved out a more competitive environment, forcing businesses to perform at a faster, cheaper and smarter level to create new business opportunities. Focusing on an increasingly
competitive web 2.0 tool – blogging, this paper introduces the concept of corporate blogs as a dialogical platform between company and customers. Positing blogs as engaging “experience environments”, we then discuss how meaningful value can be co-created through the exchange of knowledge between a company and its customers via a proposed framework as a further call for research.
Chua, A.P.H. and Parackal, M. (2009), ‘Co-creating value through corporate blogs: A proposed research framework’, 5th National Conference on Computing and Information Technology (NCCIT), 22-23 May, Bangkok, Thailand.