The Analysis of Blog Use as A Marketing Communication Tool by the Selected Target Group in the Conditions of the Slovak Market
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.References
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[2] Apăvăloaie, E. 2014. The Impact of the Internet on the Business Environment. Procedia Economics and Finance, 15: 951-958.
[3] Bacik, R., Fedorko, R. and Simova, S. 2012. Advertising as a tool of marketing communication and its consequent impact on consumers. Polish Journal of Management Studies, 5: 299-306.
[4] Bajdor, P. and Brzeziński, S. 2013. Cause related marketing as one of the sustainable marketing’s dimensions: the essence and practical examples. Polish Journal of Management Studies, 7: 89-99.
[5] Balganesh, S. 2013. Copyright infringement markets. Columbia Law Review, 113(12): 2277-2332.
[6] Carfì, D. and Pintaudi, A. 2012. Optimal Participation in Illegitimate Market Activities: Complete Analysis of 2-Dimensional Cases. Journal of Advanced Research in Law and Economics, 1(5): 10-24.
[7] Chenlo, J.M. et al. 2015. Finding a needle in the blogosphere: An information fusion approach for blog distillation search. Information Fusion, 23: 58-68.
[8] Cho, J.D. 2012. Blog, Inc.: Blogging for Passion, Profit and to Creat Community. San Francisco: Chronicle Books.
[9] Cho, S.H. and HONG, S.J. 2013. Blog user satisfaction: Gender differences in preferences and perception of visual design. Social Behavior and Personality, 41(8): 1319-1332.
[10] Cook, T. 2015. The restricted act of making available and communication to the public in the European Union. Journal of Intellectual Property Rights, 20(1): 60-66.
[11] Cramer, M.L. 2013. Beyond the blog: Content marketing as a core business strategy. EContent, 36(8): 10-15.
[12] Dorcak, P., Pollak, F., Mudrik, M. and Nastisin, L. 2014. Slovak virtual market in the light of analysis of possibilities of detecting on-line reputation for selected subjects. Communications: scientific letters of the University of Žilina, 16(4): 128-132.
[13] Eccolo Media. 2014. 2014 B2B Technology Content Survey Report. http://eccolomedia.com/eccolo-media-2014-b2b-technology-content-survey-report.pdf .
[14] Enge, E. et al. 2012. The Art of SEO (Theory in Practice). Sebastopol: O’Reilly Media.
[15] EUR-lex. 2001. Directive 2001/29/EC of the European Parliament and of the Council. http://eur-lex.europa.eu/legal-content/EN/TXT/?uri=celex:32001L0029.
[16] European commission. 2015. Legal notices and copyright.
[17] Ferencova, M., Misencikova, V. and Kot, S. 2014. An Analytical View of Using E-Communication Tools in Promoting of Selected Pilgrim Tourism Sites in Slovak Republic. Journal of Environmental Management and Tourism, 5(2): 223-229.
[18] Gerrikagoitia, J.K., et al. 2015. New Trends of Intelligent E-marketing Based on Web Mining for E-shops. Procedia - Social and Behavioral Sciences, 175: 75-83.
[19] Greer, J. and Pan, P.L. 2015. The role of website format, blog use, and information-gathering acquaintance in online message assessment. Telematics and Informatics, 32(4): 594-602.
[20] Griffin, Z. 2013. Get Rich Blogging. London: John Blake Publishing.
[21] Halligan, B. and Shah, D. 2014. Inbound Marketing: Get found using Google, Social Media and Blogs. New Jersey: John Wiley and Sons.
[22] Handley, A. 2014. Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content. Hoboken: John Wiley and Sons.
[23] Handley, A. and Chapman, C.C. 2012. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. Hoboken: John Wiley and Sons. http://ec.europa.eu/ipg/basics/legal/notice_copyright/index_en.htm.
[24] Jefferson, S. and Tanton, S. 2013. Valuable Content Marketing: How to Make Quality Content The Key to Your Business Success. London: Kogan Page Limited.
[25] Maya, L. 2010. Blogging by Million, Earn by Millions: How the Young Savvies Earn Millions by Blogging, Totally Committed to Their Current Job, Yet Still Progress in Their Career. Denver: Outskirts Press.
[26] Meena, M.S. 2013. Information and communications technologies for natural resource management. Journal of Environmental Management and Tourism, 2(8): 65-67.
[27] Moise, A.C. 2014. Some Considerations on the Phenomenon of Cybercrime. Journal of Advanced Research in Law and Economics, 1(9): 38-43.
[28] Oliveira, E. 2013. Digital complexity in destination branding: a preliminary analysis to destination Portugal. Journal of Environmental Management and Tourism, 2(8): 60-64.
[29] Orzan, G., Stoica, I. and Orzan, M. 2011. Online Marketing Strategies Using Organizational Blogs. Holistic Marketing Management, Romanian-American University, Bucharest, 1: 52-59.
[30] Peter, S.H. et al. 2014. Challenges and solutions for marketing in a digital era. European Management Journal, 32(1): 1-12.
[31] Pulizzi, J. 2012. The Rise of Storytelling as the New Marketing. Publishing Research Quarterly, 28(2): 116-123.
[32] Pulizzi, J. 2013. Epic Content Marketing: How to Tell a Different Story Break Through the Clutter, and Win More Customer by Marketing Less. New York: McGraw-Hill.
[33] Pulizzi, J. and Handley, A. 2013. B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends – North America. http://contentmarketinginstitute.com/wp-content/uploads/2012/11/b2bresearch2013cmi-121023151728-phpapp01-1.pdf.
[34] Rosenthal, M. 2014. The lesser known business models of online copyright infringement. Journal of Information Ethics, 23(1): 55-64.
[35] Ryan, D. and Jones, C. 2012. Understanding Digital Marketing: Marketing Strategies for engaging the digital generation. London: Kogan Page.
[36] Scott, D.M. 2013. The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases and Viral Marketing to Reach Buyers Directly. New Jersey: John Wiley and Sons.
[37] Scott, D.M. 2014. The New Rules of Sales and Service: How to use agile selling, real-time customer engagement, big data, content, and storytelling to grow your business. Hoboken: John Willey and Sons.
[38] Stefko, R., Litavcová, E. and Butoracova Sindleryova, I. 2010. Marketing instrumentarium in the process of accepting projects for developmental acceleration in back-warded regions. Polish Journal of Management Studies, 2: 155-171.
[39] Sterne, J. 201). Měříme a optimalizujeme marketing na sociálních sítích. Brno: Computer Press.
[40] Sumanjeet, S. and Minakshi, P. 2013. Infringement and Protection of Copyrights in the Age of Internet. Journal of Advanced Research in Law and Economics, 2(8): 139-148.
[41] Synodinou, T.E. 2015. Intermediaries' liability for online copyright infringement in the EU: Evolutions and confusions. Computer Law and Security Review, 31(1): 57-67.
[42] Wright-Porto, H. 2011. Creative Blogging: Your First Steps to a Successful Blog. New York: Apress.
[43] Wuebben, J. 2011. Content is Currency: Developing Powerful Content for Web and Mobile. Boston: Nicholas Brealey Publishing.
[44] Yang, M.H., Weng, S.S. and Hsiao, P.I. 2015. Measuring blog service innovation in social media services. Internet Research, 24(1):110-128.
[45] Young, T. 2013. microDomination: How to leverage social media and content marketing to build a mini-business empire around your personal brand. Melbourne: John Willey and Sons.
[46] Yu, W. et al. 2013. Micro blog ranking for personalize recommendation. Journal of Computational Information Systems, 9(20): 8243-8250.
[47] Zarrella, D. 2013. The Science of Marketing: When to Tweet, What to Post, How to Blog, and Other Proven Strategies. Hoboken: John Willey and Sons.
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: 21 nov. 2024.
Section
Journal of Advanced Research in Law and Economics
Keywords
blog; social media; online marketing; content; copyright
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