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CEO blogs: credibility issues

The purpose of this paper is to develop a framework and examine critical factors that are likely to influence credibility of a CEO's blog. These factors are categorised not only in terms of the degree to which they are controllable or uncontrollable but also whether or not the CEO may have realistically perceived control over them. The proposed framework for assessment of CEO blog credibility is discussed and practical guidelines provided for top managers on how to assess which factors are pertinent for their circumstances. In the conclusion of this paper, a step-by-step programme for assessing credibility of a CEO's blog is outlined.