This paper studies corporate blogs as virtual communities, focusing on the distribution, categorization and characteristics of 40 Fortune 500 Companies’ blogs. Firstly, the 40 corporate blogs were classified by industries to see which industries are active advocates of corporate blogs. Secondly, the 40 corporate blogs were first grouped in direct competitor clusters and then categorized into four types of virtual communities: 1) Community of interest, 2) Goal-oriented community of interest, 3) Learner’s community, and 4) Community of practice. Thirdly, eight common elements were identified and compared for each of the 40 corporate blogs to find out their major characteristics. Finally, the implications of this study and future research directions were outlined in the conclusion.
He, Shaoyi and Zhu, Jake
"Corporate Blogs of 40 Fortune 500 Companies: Distribution, Categorization and Characteristics,"
Journal of International Technology and Information Management: Vol. 16
, Article 4.
Available at: http://scholarworks.lib.csusb.edu/jitim/vol16/iss3/4