The important role of the blogosphere as a communication tool in social media among Polish young millennials: a fact or a myth?

Sylwia Kuczamer-Kłopotowska , Anna Kalinowska-Żeleźnik

Abstract

This chapter proposes and discusses the hypothesis that the blogosphere is a relatively well-developed and independent social media communication tool used by millennials. The first part of the study concentrates on the theoretical aspects of social media communication as presented in the literature, and the way blogs and the whole blogosphere function. The communicational and social profile of Generation Y is presented as it is this cohort that constitutes the major portion of the Polish blogging community. The prevailing trends in the Polish blogosphere are discussed, following a desk research into reports and professional studies. Moreover, some comments and findings are presented regarding an experiment conducted by the authors in which some representatives of younger millennials ran personal, non-profit blogs on a subject of their choice.
Author Sylwia Kuczamer-Kłopotowska (FM / DMar / MSU)
Sylwia Kuczamer-Kłopotowska,,
- Marketing of Services Unit
, Anna Kalinowska-Żeleźnik (FSS / IPSJ / DSCC)
Anna Kalinowska-Żeleźnik,,
- Division of Social and Cultural Communication
Pages182-194
Publication size in sheets0.6
Book Kreft Jan, Kuczamer-Kłopotowska Sylwia, Kalinowska-Żeleźnik Anna (eds.): Myth in modern media management and marketing, Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series , 2019, Business Science Reference, ISBN 978-1-5225-9100-9, [978-1-5225-9102-3], 317 p., DOI:10.4018/978-1-5225-9100-9
DOIDOI:10.4018/978-1-5225-9100-9.ch008
Languageen angielski
Score (nominal)5
ScoreMinisterial score = 5.0, 05-09-2019, MonographChapterAuthor
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