Blogging the Way to Victory*



Case Code : CLCB026
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

Blog, Blogging, Word of mouth, Buzz marketing, BuzzMetrics, BzzAgent, Netrant, Really Simple Syndication (RSS), real-time feedback and Kryptonite


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The caselet looks into the development of blogs as a new form of communication. As a number of blogs have provided first-hand information about the developments happening in society, blogs have become an influential form of individual journalism. The caselet also looks into the ways in which marketers have been using blogs to generate a buzz in the market. Corporations have also been using blogs to communicate the developments in their companies to stakeholders like employees, customers, and the public at large. They have also used blogs to analyze consumer preferences.


Role of alternative media in influencing public opinion
How companies are using blogs as interactive tools to assess stakeholder needs
Blogs as a way of empowering individual journalism


Blog, a personal log or journal entry made online, represents the personal opinion of the blogger about a particular subject like politics, sports, environment, or religion. By 2005, more than 9 million blogs were in existence, and the number has been steadily increasing with about 40,000 new blogs coming into existence, every day...

Questions for Discussion:

1. With first hand accounts of events, and relevant web links related to the issue, blogs have become an influential form of individual journalism. What were the blog attributes, which made blogs pose a challenge, to marketers and mainstream journalism?

2. Blogs have been slowly emerging as an important tool that experts believe can change the way companies communicate, with their existing and potential consumers. Discuss how marketers have been utilizing blogging as a tool, to increase the effectiveness and efficiency of marketing practices?