Matching corporate Leadership Discourse and Followers´ characteristics using Corporate Blogs

Margarita Mayo () and Jose Manuel Esteves ()
Additional contact information
Margarita Mayo: Instituto de Empresa
Jose Manuel Esteves: Instituto de Empresa

Working Papers Economia from Instituto de Empresa, Area of Economic Environment

Abstract: Although some studies have analyzed corporate blogging, very little academic attention has been given to the phenomena of Corporate Blogs and their content from a leadership perspective. Based on posts and comments found in two Fortune 100 Corporate Blogs, I have used content analysis to obtain specific corporate leadership characteristics (analyzing posts) as well as to obtain followers´ characteristics (analyzing comments). Then, I have used correspondence analysis to identify relationships among them. Therefore, the aim of this study has been to analyze whether corporate leadership style shown in Corporate Blogs influences the kind of their followers.

Keywords: Corporate leadership; followers characteritics; Fortune 100; Contentanalysis; Correspondence analysis (search for similar items in EconPapers)
Pages: 19 pages
Date: 2010-02
New Economics Papers: this item is included in nep-mkt
References: Add references at CitEc
Citations:

Downloads: (external link)
http://latienda.ie.edu/working_papers_economia/WP10-01.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:emp:wpaper:wp10-01

Access Statistics for this paper

More papers in Working Papers Economia from Instituto de Empresa, Area of Economic Environment Contact information at EDIRC.
Bibliographic data for series maintained by Amada Marcos ( this e-mail address is bad, please contact ).