Communicating with different stakeholder groups in blog entries and comments - Case ExxonMobil

dc.contributorAalto-yliopistofi
dc.contributorAalto Universityen
dc.contributor.authorViitanen, Laura
dc.contributor.departmentJohtamisen laitosfi
dc.contributor.departmentDepartment of Management Studiesen
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2015-11-04T13:21:10Z
dc.date.available2015-11-04T13:21:10Z
dc.date.dateaccepted2015-06-10
dc.date.issued2015
dc.description.abstractObjective of the study: The objective of the present study is to analyze stakeholder communication in an executive blog from the perspective of how transmissive or interactive it is. The purpose is to find out which groups are communicated with in the blog, and whether there are differences in the interactivity of communication when communicating with different stakeholder groups. In addition, the study aims to discover what kind of comments are attached to the blog entries. This is done from three perspectives: those of type, attitude and dialogic nature. Methodology: The method used in the study is mainly qualitative content analysis, and more specifically directed approach to it. Some pre-existing categories were used, but these categories were then during the analysis modified on the basis of the research data. The study is a case study that uses the executive blog by the American gas and oil company ExxonMobil as research material. Findings: The results of the study suggest that the interactive possibilities that the blog provides are severely underutilized in the case blog. Communication with all stakeholder groups was found to be transmissive in nature, and no notable differences between different stakeholder groups emerged. The most common type of the comments was found to be elaborations. Most of the comments had a supportive attitude towards the blogger, which suggests that some monitoring of comments may take place. The majority of the comments were not interactive, and of the interactive comments, few were dialogic.en
dc.ethesisid14026
dc.format.extent52
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/18352
dc.identifier.urnURN:NBN:fi:aalto-201511054923
dc.language.isoenen
dc.locationP1 I
dc.programme.majorMSc program in Corporate Communicationen
dc.programme.majorMSc program in Corporate Communicationfi
dc.subject.heleconviestintä
dc.subject.heleconcommunication
dc.subject.heleconyritysviestintä
dc.subject.heleconbusiness communication
dc.subject.heleconverkostot
dc.subject.heleconnetworks
dc.subject.heleconblogit
dc.subject.heleconblogs
dc.subject.heleconsosiaalinen media
dc.subject.heleconsocial media
dc.subject.keywordstakeholder communications
dc.subject.keywordstakeholder engagement
dc.subject.keywordstakeholder dialogue
dc.subject.keywordtransmissive communication
dc.subject.keywordinteractive communication
dc.subject.keywordblog
dc.subject.keywordexecutive blog
dc.subject.keywordsocial media
dc.titleCommunicating with different stakeholder groups in blog entries and comments - Case ExxonMobilen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes14026
local.aalto.openaccessno
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