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dc.contributor.authorHearn, Gregen_US
dc.contributor.authorFoth, Marcusen_US
dc.contributor.authorGray, Heatheren_US
dc.date.accessioned2017-04-24T11:21:50Z
dc.date.available2017-04-24T11:21:50Z
dc.date.issued2009en_US
dc.date.modified2010-09-24T06:50:24Z
dc.identifier.issn13563289en_US
dc.identifier.doi10.1108/13563280910931072en_AU
dc.identifier.urihttp://hdl.handle.net/10072/33086
dc.description.abstractPurpose - Advances in new media and web technology are making it easier for organizations and their employees, suppliers, customers and stakeholders to participate in the creation and management of content. It is therefore, useful to understand how a corporate communication strategy can leverage these trends. The purpose of this paper is to discuss the take-up and use of new media in organizations, highlighting a current approach to implementation issues. Design/methodology/approach - The paper reviews and explores new media in organizations from three ecological layers: the social, discursive and technical, addressing who is communicating, the communication content and new media technology used. Findings - The paper recommends a customer-centered approach to implementing new media adoption in organizations using action research. Research limitations/implications - Academic literature is lagging behind the pace of technological change, and evaluation studies are limited. Originality/value - The paper shows how new media and Web 2.0 services can be employed to work in tandem with conventional communication tools such as phone, fax and corporate intranets. Such a hybrid approach enables organizations to maintain and strengthen existing stakeholder relationships, but also reach out and build relationships with new stakeholders who were previously inaccessible or invisible.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmerald Group Publishing Limiteden_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom49en_US
dc.relation.ispartofpageto61en_US
dc.relation.ispartofissue1en_US
dc.relation.ispartofjournalCorporate Communications: An International Journalen_US
dc.relation.ispartofvolume14en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchStudies in Human Society not elsewhere classifieden_US
dc.subject.fieldofresearchcode169999en_US
dc.titleApplications and implementations of new media in corporate communications: An action research approachen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.date.issued2009
gro.hasfulltextNo Full Text


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