PhD Research Student

Adeline Chua Phaik Harn

Title of Research: The strategic value of blogging: How do companies assess blog equity?

Degrees: BBA (Hons) Marketing with Multimedia, MPhil (Multimedia Marketing)

Area of PhD Research: Online Consumer Behaviour, Blogging, Value, Virtual Communities, Corporate/Business Branding

Start of PhD: July 2007

Supervisors: Associate Professor Ken Deans, Dr Mathew Parackal and Dr Kirsten Robertson

Short description of research topic:

This study aims to discover and understand what drives the formation of blogs in virtual communities. It will also be worthwhile to study the impact of blogs towards the co-creation of value and blogging equity for future corporate marketing strategies via a business branding perspective. The topic of blogging is not only a practical but also timely research topic, focused on analyzing its impact and potential as a strategic marketing tool for businesses.

Publications:

Johnstone, M. S. Todd and A.P.H. Chua (2009), Connecting and reconnecting on Facebook: Managing offline friendships online,Asia Pacific Advances in Consumer Research, 2-4 January, Hyerabad India (Conference Paper).

Johnstone, A.P.H. Chua and M. S. Todd (2008), Facebook: Making offline social connections online, Australian and New Zealand Marketing Academy (ANZMAC 2008), 1-3 December, Sydney Australia (Conference Paper).

Chua, A.P.H. (2007), The Strategic Value of Blogging: How Do Companies Assess Blog Equity, Australian and New Zealand Marketing Academy (ANZMAC 2007), 1-5 December, Dunedin New Zealand (Doctoral Colloquium Paper).