Social Media and the Potential of Weblogs in Marketing
Social Media and the Potential of Weblogs in Marketing

Summary/Abstract: The Internet evolved from Web1.0 to Web2.0, bringing on frontline the Social Media, with the help of which a double communication advantage can be underscored: between companies and their customers and between customers. Hence, Social Media can be considered a new, hybrid component of the promotion-mix. This complex phenomenon includes also weblogs or more commun expressed: blogs. The blogosphere grows as the number of weblogs multiplicate in an exponential manner and starts to gain ground in marketing. As consumers search for recommendations on the Internet about trends and products to buy and thus also on blogs, this can only lead to influencing consumer’s behavior. Two different types of weblogs are analysed: fashion blogs and travel blogs.

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