THE BLOG AS A COMMUNICATION TOOL IN THE ASSESSMENT OF YOUNG CONSUMERS - THE RESULTS OF EMPIRICAL RESEARCH
The aim of the article is to explore the attitudes of young people towards the use of company blogs as a communication tool between the company and clients and source of information about products and/or the company. In the first part of the article, based on the analysis of secondary sources, the h...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Wydawnictwo SGGW - Warsaw University of Life Sciences Press
2020-06-01
|
| Series: | Polityki Europejskie, Finanse i Marketing |
| Subjects: | |
| Online Access: | https://pefim.sggw.pl/article/view/3472 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832570143902793728 |
|---|---|
| author | Magdalena Kowalska |
| author_facet | Magdalena Kowalska |
| author_sort | Magdalena Kowalska |
| collection | DOAJ |
| description | The aim of the article is to explore the attitudes of young people towards the use of company blogs as a communication tool between the company and clients and source of information about products and/or the company. In the first part of the article, based on the analysis of secondary sources, the history of the development of modern blogs is presented. This part also discusses the classification of blogs and the potential of the blogosphere as a virtual community as well as the numerous benefits resulting from running a corporate blog. The second part of the study presents the results of the primary research carried out among a representative sample of young people (aged 15-24), whose aim was to recognize their attitudes towards the use of corporate blogs in marketing communication. |
| format | Article |
| id | doaj-art-7eff5b56499d48a594cd89f4d577afd8 |
| institution | Kabale University |
| issn | 2081-3430 2544-0640 |
| language | English |
| publishDate | 2020-06-01 |
| publisher | Wydawnictwo SGGW - Warsaw University of Life Sciences Press |
| record_format | Article |
| series | Polityki Europejskie, Finanse i Marketing |
| spelling | doaj-art-7eff5b56499d48a594cd89f4d577afd82025-02-02T16:43:52ZengWydawnictwo SGGW - Warsaw University of Life Sciences PressPolityki Europejskie, Finanse i Marketing2081-34302544-06402020-06-0123(72)10.22630/PEFIM.2020.23.72.5THE BLOG AS A COMMUNICATION TOOL IN THE ASSESSMENT OF YOUNG CONSUMERS - THE RESULTS OF EMPIRICAL RESEARCHMagdalena Kowalska0University of SzczecinThe aim of the article is to explore the attitudes of young people towards the use of company blogs as a communication tool between the company and clients and source of information about products and/or the company. In the first part of the article, based on the analysis of secondary sources, the history of the development of modern blogs is presented. This part also discusses the classification of blogs and the potential of the blogosphere as a virtual community as well as the numerous benefits resulting from running a corporate blog. The second part of the study presents the results of the primary research carried out among a representative sample of young people (aged 15-24), whose aim was to recognize their attitudes towards the use of corporate blogs in marketing communication.https://pefim.sggw.pl/article/view/3472bloggeneration Yblogosphereonline communicationinfluencer marketing |
| spellingShingle | Magdalena Kowalska THE BLOG AS A COMMUNICATION TOOL IN THE ASSESSMENT OF YOUNG CONSUMERS - THE RESULTS OF EMPIRICAL RESEARCH Polityki Europejskie, Finanse i Marketing blog generation Y blogosphere online communication influencer marketing |
| title | THE BLOG AS A COMMUNICATION TOOL IN THE ASSESSMENT OF YOUNG CONSUMERS - THE RESULTS OF EMPIRICAL RESEARCH |
| title_full | THE BLOG AS A COMMUNICATION TOOL IN THE ASSESSMENT OF YOUNG CONSUMERS - THE RESULTS OF EMPIRICAL RESEARCH |
| title_fullStr | THE BLOG AS A COMMUNICATION TOOL IN THE ASSESSMENT OF YOUNG CONSUMERS - THE RESULTS OF EMPIRICAL RESEARCH |
| title_full_unstemmed | THE BLOG AS A COMMUNICATION TOOL IN THE ASSESSMENT OF YOUNG CONSUMERS - THE RESULTS OF EMPIRICAL RESEARCH |
| title_short | THE BLOG AS A COMMUNICATION TOOL IN THE ASSESSMENT OF YOUNG CONSUMERS - THE RESULTS OF EMPIRICAL RESEARCH |
| title_sort | blog as a communication tool in the assessment of young consumers the results of empirical research |
| topic | blog generation Y blogosphere online communication influencer marketing |
| url | https://pefim.sggw.pl/article/view/3472 |
| work_keys_str_mv | AT magdalenakowalska theblogasacommunicationtoolintheassessmentofyoungconsumerstheresultsofempiricalresearch AT magdalenakowalska blogasacommunicationtoolintheassessmentofyoungconsumerstheresultsofempiricalresearch |