Matching corporate Leadership Discourse and Followers´ characteristics using Corporate Blogs

Although some studies have analyzed corporate blogging, very little academic attention has been given to the phenomena of Corporate Blogs and their content from a leadership perspective. Based on posts and comments found in two Fortune 100 Corporate Blogs, I have used content analysis to obtain specific corporate leadership characteristics (analyzing posts) as well as to obtain followers´ characteristics (analyzing comments). Then, I have used correspondence analysis to identify relationships among them. Therefore, the aim of this study has been to analyze whether corporate leadership style shown in Corporate Blogs influences the kind of their followers.