BLOGGERS AND THEIR INFLUENCE IN THE IMAGE OF A BRANDBLOGGERS AND THEIR INFLUENCE IN THE IMAGE OF A BRAND

被引：0

作者：

Luisa Garcia Guardia, Ma ^{[1
]}

Nunez Gomez, Patricia ^{[2
]}

机构：

[1] UCM, Fac Ciencias Informac, CAVP II, Madrid, Spain

[2] UCM, Fac Ciencias Informac, CAVP I, Madrid, Spain

来源：

REVISTA ICONO 14-REVISTA CIENTIFICA DE COMUNICACION Y TECNOLOGIAS | 2009年 / 7卷 / 01期

关键词：

Blog; social network; blogosphere; marketing; and web 2.0;

D O I：

暂无

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

In the heart of the discussion and current practices is the hypothesis about communication in two levels: opinion leaders and the so-called followers. In the area of persuasive communication, the importance of this kind of dual communication when evaluating the effects on the consumer's decision, is accepted. The so-called bloggers have turned into a tool for a new communication worth to be studied, considering its relevance in the communication field, and more specifically, its power to construct or modify both the brand image, and the business world interactions.

引用

页码：242 / 252

页数：11

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