Abstract:

In the aftermath of the ever changing business environment brought about by the new paradigms of the Information Society organizations are moving away from the traditional to more creative and interactive approaches to doing business. Opportunities now appear from new markets, new consumer segments, as well as new marketing tools. Among these, blogs have grown in popularity since the start of this new century. What were initially only limited to diaries and personal journals are now being used by writers, journalists, academics, and professionals for various purposes. Even companies are now exploring the use of blogs to better communicate with their customers, their partners and stakeholders in order to further their marketing objectives.