Blogowanie jako przejaw innowacyjności konsumenckiej
Blogging as Manifestation of Consumer Innovativeness

Summary/Abstract: An increasingly growing number of possibilities of implementation of advanced ICT technologies in everyday life influences the evolution of consumer behaviour while leading to growth of the level of their innovativeness. Changes that a dozen or more years ago could be called revolutionary, today are commonplace [Dawidziuk, 2014, p. 159]. As a result, a consumer looks for activities that will allow them, not only to benefit from available innovative products or tools in the market, but they can also become their initiator and popularize. Therefore, a blogosphere seems to be a perfect space for that. The article is an attempt to determine the essence of blogging process as an element of innovativeness of contemporary consumers. Particular attention was focused on its manifestation in the world of virtualization of consumer market behaviour while taking into consideration the specificity of individual blogs. Conducted discussion was supported by the results of the authors’ own research in the analyzed area.

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