The coming of the post-media times changes the method of interpersonal communication. The rise of blog means that the personal media comes. In our blogs, we can express private feelings and personal points of views. However, while the users of blog spread out to the celebrities, its function would not be merely a kind of the life diary, but be operated by the more and more implicit and complex purposes. This research focuses on the popular singers¡¦ blogs, and we found that their motives to establish their blogs finally originate from their records marketing. In other words, these singers use the characteristics of high interaction of blog conceal their real purposes for the marketing from their readers and then, make them be the whole marketing center unconsciously.
Based on the usage of the record marketing, this research brings out three main issues. First, how dose a singer run his blog? Second, how do his fans or readers interact in his blog? Third, how are the marketing results, when blog is applied in the singers¡¦ record marketing? This research adopted the grounding theory of the quality research method and took deep interviews to collect data. The research interviewed seven main executive people, running the singers¡¦ blogs, to understand the management, the manpower programs, the resources organized in singers' blogs, and the interaction with the fans in the blogs. Moreover, this research discussed the marketing strategies for the promotion of the singers¡¦ records to know the business benefits of the application of blog.
The research found that the management of singers¡¦ blogs is mainly on the two sides. One is the management of the singer¡¦s image and the other side is the management of his community. And these both sides complement perfectly. When the singer¡¦s image management is proper, the communities of his readers and fans establish probably increasingly. Then, the appearance of these communities would also provide singer some feedbacks on their image management. Therefore, this research suggests the marketing in blog should pay much more attention on the image management and the community management.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0806107-121510 |
| Date | 06 August 2007 |
| Creators | Tsai, Meng-ting |
| Contributors | Mei-lien Yang, Fen-hui Lin, Jih-hwa Wu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0806107-121510 |
| Rights | campus_withheld, Copyright information available at source archive |
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