How to Determine if a Blog is Effective : A Multidimensional Scale of Blog Engagement

Hopp, Toby, & Gallicano, Tiffany Derville (2016). Development and test of a multidimensional scale of blog engagement. Journal of Public Relations Research, 28(3-4), 127–145. doi:10.1080/1062726X.2016.1204303 Summary Social media interactions are commonly used to measure engagement; however, at most, they should be used only as a key performance indicator since audiences can be engaged without liking, […]

Is Ghost Blogging Like Speechwriting? A Survey of Practitioners About the Ethics of Ghost Blogging

Gallicano, Tiffany D., Brett, Kevin, & Hopp, Toby (2013). Is ghost blogging like speechwriting? A survey of practitioners about the ethics of ghost blogging. Public Relations Journal, 7(3), 1-41.  SummaryAlthough online practices such as astroturfing have been established as unethical, considerable debate exists in the public relations community about whether organizational ghost blogging is ethical. […]