Acta academica karviniensia 2018, 18(3):77-87 | DOI: 10.25142/aak.2018.021

Význam blogu v marketingovej komunikácii

Milena Šimonidesová, Petra Gundová

Univerzita Mateja Bela v Banskej Bystrici, Ekonomická fakulta, Tajovského 10, 975 90 Banská Bystrica

The new technologies are offering new opportunities and challenges to the companies in marketing communication. Blogs are powerful tools of marketing communication and their proliferation has attracted substantial attention from marketing practitioners (academics as well as marketing managers). The companies have been encouraged to turn their attention from traditional marketing tools to social media, particularly blogs, because they can reach a large audience of existing and potential clients. The aim of this article is to find out if blog could be effective tool of marketing communication. For the purpose of the survey, method of questioning (questionnaire research) was utilised. The subject of the research was a sample of young people from 18 to 30 years old because the previous results of research demonstrate that the relevance of blogging in the buying process is particularly evident among buyers under 35.

Klíčová slova: blog, blog marketing, consumer behaviour, marketing communication, social media

JEL classification: M30, M31

Vloženo: 22. červen 2018; Revidováno: 2. červenec 2018; Přijato: 19. září 2018; Zveřejněno: 30. září 2018  Zobrazit citaci