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Adeline Chua Phaik Harn

PhD Research Student

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

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

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

PhD start date: July 2007

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


Adeline's research and publications

Research aim

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.


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).