Corporate blogging in Singapore

• Main Authors: Bay, Hui Yun, Chua, Xiao Ying, Soh, Jing Wen
• Other Authors: Ulrike Marianne Murfett
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Social sciences::Communication::Organizational communication
• Online Access: http://hdl.handle.net/10356/15047
• Institution: Nanyang Technological University

This research looks at the corporate blogging scene in Singapore – an area that is relatively unexplored. In particular, we examined 1) the reasons why consumers are attracted to a blog and 2) the visual elements (e.g. background colour) in the blog which attracts consumers. From our research, we found out that consumers are attracted to a blog because of the flow of communication and interaction between the company and the blog reader. Apart from the interactivity, consumers also visit a blog to gain information on the products/ services offered by the company. In addition, they will also like to gain industry information pertaining to the line of business the company is in. In terms of visual elements, our results demonstrates a difference in the preference of background colour between males and females but there is no significant difference in the preference of background colour between people of different age group. For a dark background colour, consumers prefer Black, Maroon, Indigo while for the light background, the preferred colour choices are white, light blue and beige. Through the findings of this research, recommendations are proposed for companies interested to start up a corporate blog in the near future.