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Corporate blogs, social media links and firm performance: A study of Fortune 500 companies
This research explores the relationships between corporate blogs, social media links and the performance of Fortune 500 companies. Using secondary data from the companies regarding their revenue, profits and ratings on the Most Admired Companies (MAC) list, the study tests the influence of blogs and social media links on performance. Specifically, it compares the performance outcomes of those companies with corporate blogs, those companies with social media links, and those companies with neither blogs nor social media links. The results indicate that those companies with corporate blogs have higher revenues and profits, and score higher on the MAC list than those without. Similarly, those companies with social media links have higher revenues, profits and MAC ratings than those without. The findings confirm the association between corporate blogs and social media links in relation to performance outcomes. As the first study to test such relationships in the social media context, the findings provide valuable insights into the influence of corporate blogging and social media strategies on firms’ financial performance and reputation. The study also provides directions for future research in the social media context.
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Yujie Wei Yujie (Jack) Wei is Professor of Marketing of Marketing & Real Estate Department at the University of West Georgia. He received his doctoral degree in business administration with a major in marketing at Georgia State University. His research has appeared in many academic journals, including the Journal of Business Research, Journal of Advertising, Journal of Electronic Commerce Research, Journal of Promotion Management and Journal of Interactive Marketing. His research interests focus on social media marketing and e-commerce, marketing strategy and international marketing.