| Summary: | 碩士 === 元智大學 === 企業管理學系 === 94 === Many big enterprises start treat the blogs as the link of integration marketing in accordance with the consumer demand which unceasingly changes, provides a better service in order to continues to promote the sales volume. But how to use the blogs this new marketing power? How are the communication effects of blogs? Compares to the traditional marketing communication tools, do the blogs really have the better communication effects? So mass media audiences are shrinking and fragmenting while the blog values are spreading creating influential. The question for brand marketers is how to interact with these new powerful consumer groups in ways that will win over hearts and minds.
This research discussion blog as a tool for marketing communication, the goal is to provide the enterprise to ponder how to use this new medium. The result showed that, compares to the traditional one-sided communication tool—internet ads, the enterprise develops the blogs can make the consumer more trust the messages, then has a positive attitude towards enterprise brand. Two-sided blogs’and internet ads’brand attitude can influenced by the negative messages importance and the amount of negative messages, therefore enterprise manages two-sided blog must specially pay attention, consequently, blogs can achieve its communication effects.
Finally, this research hopes provide the enterprise the direction of blogs management, also yearnes for following research of blogs’marketing communication effect on academic providing a integral deliberation.
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