The Role of Blogs in The Communication of Ecological Topics
The Role of Blogs in The Communication of Ecological Topics
Author(s): Ľudmila ČábyováSubject(s): Media studies, Communication studies, Present Times (2010 - today), Marketing / Advertising, Globalization
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Blogs; Communication; Consumer Behaviour; Ecoinnovation; Ecological; Groundswell; Monitoring; Social media;
Summary/Abstract: The author focuses on the use of blogs as communication tools that are able to effectively influence the target customer. Communication through the blogs is considered trustworthy and interactive and therefore it is appropriate to use them in the communication strategies of companies. The aim of the study was to analyze the use of blogs in the presentation of environmental topics and to point out the trend of using this tool in the “ground wave”, which can have a significant impact on the purchasing decisions of the target group. The author monitored the use of blogs in communicating environmental topics. The survey was carried out using the Monitora system, which analysed the media outputs of 84 blogs from 2016 to 2021. It is also possible to state the trend of using communication through blogs in categories that are related to the ecological theme from the results of the survey. The contribution is one of the outputs of VEGA project “Management of the “groundswell” concept by business entities in promotion of environmentally-friendly products in times of technology interference”.
Journal: Marketing Identity
- Issue Year: 9/2021
- Issue No: 1
- Page Range: 88-97
- Page Count: 10
- Language: English