the voice of the blog

8/17/2019 The Voice of the Blog

1/31

THE VOICE OF THE BLOG: THE

ATTITUDES AND EXPERIENCES OF

SMALL BUSINESS BLOGGERSUSING BLOGS AS A MARKETING

AND COMMUNICATIONS TOOL

SUBMITTED TO:

FACULTY OF MANAGEMENT STUDIESTHE MAHARAJA SAYAJIRAO UNIVERSITY OF BARODA

PRESENTED BY:

NAME:CHAUDHARY DUSYANT S

SEAT NO: 08 (2014-2016)

M S PATEL INSTITUTE OF MANAGEMENTFACULTY OF MANAGEMENT STUDIES

THE MAHARAJ SAYAJIRAO UNIVERSITY OF BARODA


2/31

DECLARATION

I hereby de!"re #h"# $y C%e$'%r"ry I(()e Pr%*e# Re'%r# e+#!ed ,T% S#)dy #he B)y+&-

Beh".+%r O/ O&!+&e C%&()$er( +#h Re-"rd T% Pr%$%#+%&"! She$e(1 ()b$+##ed #% The F")!#y

%/ M"&"-e$e S#)d+e(2 M"h"r"*" S"y"*+r"% U&+.er(+#y %/ B"r%d" +( %r+-+&"! "&d +( &%#

()b(#"+"!!y #he ("$e "( %&e 3h+h h"( "!re"dy bee& ()b$+##ed +& '"r# %r +& /)!! /%r "&y ()h

(+$+!"r 4)"!+/+"#+%& #% #he U&+.er(+#y %r "&y C%$'"&y #% #he be(# %/ $y 5&%3!ed-e6

PLACE: VADODARA

NAME OF STUDENT: CHUDHARY DUSHYANT S


3/31

ACKNO!LEDGEMENTS

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%e #% ()b$+# #h+( 3%r5 #% #he )&+.er(+#y "&d (+&ere!y h%'e #h"# +# he!'( (h%3"(+&- #he

+$'%r#"&e %/ B!%- "( $"r5e#+&- "&d %$$)&+"#+%& #%%!6

CHAUDHARY DUSHYANT S


4/31

THE VOICE OF THE BLOG: THE

ATTITUDES AND EXPERIENCES OF

SMALL BUSINESS BLOGGERSUSING BLOGS AS A MARKETING

AND COMMUNICATIONS TOOL

Contents


5/31

ABSTRACT...................................................................................................................2

INTRODUCTION........................................................................................................... 3

REVIE OF LITERATURE..............................................................................................4

V+r#)"! C%$$)&+#+e( "&d eb!%-(.....................................................................................5

The Ne3 M"r5e#+&- "&d B)(+&e(( B!%--+&-.........................................................................5

Re!"#+%&(h+' M"r5e#+&-.................................................................................................. 6

V+r"! M"r5e#+&-............................................................................................................6

Re"(%&( hy B)(+&e((e( Sh%)!d Be B!%--+&-......................................................................7

The Dr"3b"5( %/ B)(+&e(( B!%--+&-................................................................................7

Ne3 T%%!( /%r B)(+&e(( B!%-(..........................................................................................8

Video !o""i#" $#d Mo!o""i#"..............................................................................8

S%$!! &'(i#e(( B!%--+&-............................................................................................8

HY VIDEO BLOGGING9...............................................................................................)

Sh%%#+&- " V+de%:.........................................................................................................)

A)d+%:.................................................................................................................... )

L+-h#+&-................................................................................................................ *+

RESULTS.................................................................................................................... **

hy S$"!! B)(+&e((e( Cre"#e B!%-(................................................................................**

B!%--+&- %"h S#e.e h+-h!+-h#ed #he SEO be&e/+#( /%r ($"!! b)(+&e((e(:..................................*3

The E//e#+.e&e(( %/ B!%-( "( " M"r5e#+&- "&d C%$$)&+"#+%&( T%%!......................................*4Dr"3b"5( %/ U(+&- B!%-( "( " M"r5e#+&- "&d C%$$)&+"#+%&( T%%!......................................*5

A##+#)de( #% #he A# %/ B!%--+&-......................................................................................*8

E'er+e&e( %/ U(+&- Ne3 B!%-;Re!"#ed Teh&%!%-y...........................................................2+

DISCUSSION AND CRITICAL EVALUATION OF OUTCOMES.............................................22

D+()((+%& %/ Re()!#(...................................................................................................22

Re.+e3 %/ Me#h%d%!%-y...............................................................................................24

SUMMARY AND CONCLUSIONS...................................................................................25


6/31

ABSTRACT

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7/31

INTRODUCTION

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REVIE! OF LITERATURE

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E3+#"+*5+, U,"*/ N+ B'/-R+'&$+ T+5*'/

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25/31

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'er()"(+%&= e//e# de(r+bed +& #he !+#er"#)re re.+e36

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26/31

DISCUSSION AND CRITICAL EVALUATION OF OUTCOMES

Th+( re(e"rh 'r%*e# (e# %)# #% "&(3er " &)$ber %/ 4)e(#+%&( re!"#+&- #% #he )(e %/ b!%-( /%r

$"r5e#+&- "&d %$$)&+"#+%&( ')r'%(e( by ($"!! b)(+&e((e(6 The /+r(# '"r# %/ #h+( h"'#er 3+!!

d+()(( #he re()!#( 3+#h re/ere&e #% #he ')b!+(hed !+#er"#)re6 The (e%&d '"r# 3+!! %&(+der #he

"''r%'r+"#e&e(( %/ #he $e#h%d%!%-y "&d d"#" %!!e#+%& #eh&+4)e( 3h+h 3ere e$'!%yed6

D",5%,,"* R+,%'$,

Th+( (#)dy %&/+r$( #he .+e3 e're((ed +& $)h %/ #he ')b!+(hed !+#er"#)re #h"# b!%-( h".e #he

'%#e+"! #% be "& e//e#+.e $"r5e#+&- "&d %$$)&+"#+%&( #%%! /%r ($"!! b)(+&e((e(6 O&e %/ #he

$"+& "d.""-e( "##r+b)#ed #% #he b!%- +( +#( .er("#+!+#y2 "&d #he +er.+e3ee( 3ere +&deed )(+&-

b!%-( /%r d+//ere ')r'%(e(2 $%(# %$$%&!y "( " re!"#+%&(h+' $"r5e#+&- #%%!6 The be&e/+#( %/

b!%-( "( " .+r"! %r b) $"r5e#+&- #%%! 3ere "!(% ()--e(#ed by #he (#)dy6 Ne"r!y "!! #he

+er.+e3ee( 3ere "b!e #% -+.e e"$'!e( %/ 3"y( +& 3h+h #he+r b!%- h"d bee& be&e/++"! #% #he+r

b)(+&e(( +& #er$( %/ !e"d -e&er"#+%& %r &e#3%r5+&-6 H%3e.er2 ROI 3"( &%# %&(+dered by

+er.+e3ee( #% be " de+d+&- /"#%r +& 3he#her #% +&.e(# #+$e "&d re(%)re( +& " b!%-6 M%(# h"d "

be!+e/ +& #he '%(+#+.e +$'"# %/ h".+&- " b!%- de('+#e #he !"5 %/ $e"()r"b!e re()!#( +& #er$( %/

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A (+-&+/+" d+//ere&e be#3ee& #he !+#er"#)re "&d #he re(e"rh re()!#( !"y +& #he "re" %/ d+"!%-)e

3+#h )(#%$er(6 The ')b!+(hed !+#er"#)re #e&d( #% .+e3 #h+( %&.er("#+%& "( %&e %/ #he $"+& "((e#(

%/ b)(+&e(( b!%-(6 H%3e.er2 #he +er.+e3( +&d+"#ed #h"# "&y ()h d+"!%-)e 3"( %&e;(+ded6


27/31

C)(#%$er re('%&(e #% #he b!%-( 3"( -e&er"!!y $+&+$"!6 Th+( d+(re'"&y $"y be d)e #% #he (+e

%/ #he %$'"&+e( 3h+h #%%5 '"r# +& #he (#)dy6 A !"r-e %$'"&y ()h "( Microsoft h"( h)&dred(

%/ b!%--er( 3h% "##r"# $"&y #h%)("&d( %/ .+(+#%r(6 E.e& +/ " ($"!! 'ere"-e %/ #h%(e .+(+#%r(

re('%&d2 " d+"!%-)e 3+!! e&()e6 M%(# %/ #he ($"!! b)(+&e((e( +& #h+( (#)dy2 %& #he %#her h"&d2

3ere )(+&- b!%-( #% (h%3 '%#e+"! )(#%$er( 3h"# #hey %)!d %//er +& #er$( %/ e'er#+(e "&d

(5+!!( r"#her #h"& e&-"-+&- #he$ +& d+"!%-)e6 De('+#e #he !+$+#ed d+"!%-)e2 #here 3"( e.+de&e

#h"# %$$)&+#+e( %/ )(#%$er( 3ere be+&- re"#ed2 #h%)-h !"5 %/ ")r"#e .+(+#%r (#"#+(#+( 3"( "

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'%#e+"!6

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28/31

/%r #he(e ($"!! b)(+&e(( b!%--er(6 M"&y b)(+&e(( b!%--+&- "r#+!e( "&d b%%5( 7e6-6 "ye2 >00

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()h " '%!+y "&d E.e 3"( #he %&!y +er.+e3ee #% $e+%& -)+de!+&e(6

E'er+e&e %/ &e3 #eh&%!%-+e( ()h "( RSS "&d '%d"(#+&- ."r+ed -re"#!y6 Ier.+e3ee( 3h%

3ere /"$+!+"r 3+#h #he(e #%%!( 3ere eh)(+"(#+6 H%3e.er2 #he !"5 %/ re!+"b!e d"#" %&er&+&-

#he &)$ber %/ ()b(r+ber( #% RSS /eed( $e" #h"# $%(# +er.+e3ee( 3ere (#+!! )(+&- e;$"+!

&e3(!e##er( "( #he+r $"+& $"r5e#+&- #%%!6

O&e %/ #he %r+-+&"! re(e"rh 4)e(#+%&( "(5ed 3he#her #here 3"( "& e//e#+.e b!%--+&- $%de!

3h+h "& be )(ed by ($"!! b)(+&e((e(6 The re()!#( 3ere +&%&!)(+.e %& #h+( '%+ The /+/#ee&

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$"r5e#+&- "&d %$$)&+"#+%&( #%%!6 Th"# be!+e/ "&d " %$$+#$e #% b!%--+&- "( " re-)!"r

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29/31

H%3e.er2 #he /"# #h"# #he re('%&de( +& #he (#)dy 3ere "!! "#+.e b!%--er( $e"&( #h"# #he re()!#(

"re !+5e!y #% h".e bee& b+"(ed +& /".%)r %/ b!%--+&-6 F%r #h+( re"(%&2 #he e#e #% 3h+h #he

re()!#( "& be -e&er"!+(ed +( )&er#"+&6

SUMMAR7 AND CONCLUSIONS

O'+&+%&( d+//er "b%)# #he )(e/)!&e(( %/ b!%-( +& b)(+&e((6 I& re('%&(e #% #he 'r%;b!%--+&-

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