The Analysis of Blog Use as A Marketing Communication Tool by the Selected Target Group in the Conditions of the Slovak Market

  • Richard FEDORKO Faculty of Management - University of Prešov
  • Radovan BAČÍK Faculty of Management - University of Prešov
  • Sebastian KOT Faculty of Management - Czestochowa University of Technology
  • Lukáš KAKALEJČÍK

Abstract

Blogs are social media that are owned by companies. Therefore, online identity building via blogs is important from the long term point of view. Blogs allow to distribute more complex content following the needs of potential buyers to obtain information on companies’ products. The aim of this article is to examine the use of blogs during the purchasing process. By evaluating the results of the questionnaire we arrived to the conclusion that more than half of the respondents are regular monthly visitors of blogs. Moreover, it was found that blogs help users in different parts of the buying process including the purchase itself. By testing the hypothesis we demonstrated statistically significant relationship between blog visits frequency and purchases made based on blogs.

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Published
2016-11-24
How to Cite
FEDORKO, Richard et al. The Analysis of Blog Use as A Marketing Communication Tool by the Selected Target Group in the Conditions of the Slovak Market. Journal of Advanced Research in Law and Economics, [S.l.], v. 6, n. 1, p. 66-72, nov. 2016. ISSN 2068-696X. Available at: <https://journals.aserspublishing.eu/jarle/article/view/435>. Date accessed: 14 apr. 2024.
Section
Journal of Advanced Research in Law and Economics

Keywords

blog; social media; online marketing; content; copyright