Blog-Effective Tool in Marketing Communication?
Blog-Effective Tool in Marketing Communication?
Author(s): Martina Minárová, Petra GundováSubject(s): Theory of Communication, Behaviorism, Social development, Social Informatics, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Blog; Consumer Behavior; Marketing Communication; Social Media; Young People;
Summary/Abstract: The new technologies are offering new opportunities and challenges to the companies in marketing communication. Traditional marketing communication channels are still important, but on the other hand more and more consumers continue to gain information through the social media. Nowadays, the use of social media as a marketing tool in company is not a new phenomenon. 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. This article is focused on young people and their consumer behavior. The subject of the research was a sample of young people (217 respondents) because the previous results of research demonstrate that the relevance of blogging in the buying process is particularly evident among buyers under 35.
Journal: Marketing Identity
- Issue Year: 6/2018
- Issue No: 1/1
- Page Range: 398-408
- Page Count: 11
- Language: English