• Wretch.cc – We Come, We See, We Blog

Authors: Fen-Hui Lin & Yu-Ting Hsiao

Pages: 169-172

Publish date: 2012/04/01

Download: PDF

Abstract

This case introduces the media phenomena of the largest blog platform in Taiwan, Wretch.cc, which includes its history, blogger advertising endorsements, “human flesh searches” and the challenge emanating from the new social websites. A blog is a new form of media where Internet users post their criticisms about current issues or share their feelings and thoughts on daily trivia without the need for editorial permissions or expensive production costs. Gradually, popular blogs have become a good channel for word-of-mouth marketing. Besides the commercial aspect, blogs group writers and readers to form a virtual community with communal norms and various group behaviors. The “human flesh search” that originated from Asia has also become an Internet phenomenon and has given rise to many social concerns and discussions. The three teaching themes in this case are: (1) to analyze the theories of “impression management” and “self-presentation” when interpreting bloggers’ motivation and to further discuss the commercial issues of blog word-of-mouth marketing; (2) to understand the social meaning of group behavior in a virtual community; (3) to examine the niche strategy of Wretch.cc when confronted with the challenge of new social media websites.

Keywords: Blog, Social Media, Impression Management, Word-of-Mouth Marketing, Online Group Behavior