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## Analysis and evaluation of the effectivness of private blogs in marketing communications based on selected examples

### Katarzyna Jagoda Zemła

#### Abstract

The aim of this thesis is to investigate the effectiveness of private blogs in marketing communi-cation. Despite the presence of blogs since the mid-90s of the twentieth century, they started to gain popularity around decade ago. Nowadays blogging, is becoming the way of living and earn-ing money as well. Regardless the speed of development of this spread of this form of communi-cation, it is still missing information about blogs in literature and scientific publications. Most of the information is available but online, however, they are not having the nature of research pub-lications. The work contains two parts: theoretical and analytical. For the theoretical part, which consists of the first two chapters, the literature of such authors has been used: P.Kotler, A. Czubała, J.W Wiktor and G. Mazurek. In order to obtain the conclusions, analysis of the literature in the field of marketing, social media was carried out and also the Internet sources were used. The conduct-ed research are presented in the third chapter, as well as the results and conclusions in chapter four. • Chapter I - presents marketing theories, describing the issues related to the history of marketing, marketing mix, the concept of social responsibility, the process of marketing and Internet marketing. • Chapter II - introduces issues such as marketing communication, the importance of the Internet in the process of communication and includes six sections that de-scribe the tools used in communication, concluding with the description of blogs. • Chapter III - in this chapter the analysis of selected private and corporate blogs has been conducted. The blogs were compared in order to show similarities and differences that would allow to achieve the intended purpose. A research sample used to investigate the problem has been presented there. • Chapter IV – there it is included the collection and presentation of the conclusions based on research presented in the previous chapter. It was shown clearly that that the aim of the thesis, which was to prove the effectiveness of private blogs, has been confirmed. For a more detailed analysis of the subject, private blogs were compared with corporate blogs that the similarities and differences in communication could be visible, by means of these two tools. To narrow the investigated area, blogs have been selected and divided thematically. Se-lected topics include fashion, cooking and traveling. For each topic the analysis of one private blog was conducted, juxtaposed with the company's blog. All blogs are in Polish, made by Polish authors. As the number of blogs is growing dynamically - every day arises from a few to a dozen new blogs, analysed blogs were selected taking into consideration their popularity. Conducting research also involved: • Comparison of blogs regarding graphic design and its functional elements. • Comparison of the number of comments left on blogs, checking whether they are complimentary or unfavorable. • Analysis of statistics (the number of fans) available on blogs. • Compare the reactions of bloggers on the comments left by Internet users. The performed analysis of the problem clearly showed that private blogs are effective in market-ing communication. The results of the research allow us to make a conclusion that the communi-cation on the private blog is more efficient than on the company's blog. Thanks to this knowledge companies are able to get better results by cooperation with the author of the private blogs. Conducted research showed that it is increasingly used practice which allows companies to improve their performance while saving time, but still remaining communication with cus-tomers.
Diploma type
Engineer's / Bachelor of Science
Diploma type
Bachelor thesis
Author
Katarzyna Jagoda Zemła (FoM) Katarzyna Jagoda Zemła,, Faculty of Management (FoM)
Title in Polish
Analiza i ocena skuteczności blogów prywatnych w komunikacji marketingowej na wybranych przykładach
Supervisor
Marek Seretny (FoM/SMD) Marek Seretny,, The Department of Strategic Management (FoM/SMD)Faculty of Management (FoM)
Certifying unit
Faculty of Management (FoM)
Affiliation unit
The Department of Strategic Management (FoM/SMD)
Study subject / specialization
, Zarządzanie
Language
(pl) Polish
Status
Finished
Defense Date
10-06-2016
Issue date (year)
2016
Reviewers
Elżbieta Rzeszutek (FoM/SMD) Elżbieta Rzeszutek,, The Department of Strategic Management (FoM/SMD)Faculty of Management (FoM) Marek Seretny (FoM/SMD) Marek Seretny,, The Department of Strategic Management (FoM/SMD)Faculty of Management (FoM)
Keywords in Polish
marketing, komunikacja marketingowa, blogi
Keywords in English
marketing, marketing communication, blogs
Abstract in Polish
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261907-Katarzyna Zemla-praca licencjacka.pdf
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Identyfikator pracy APD: 12185

Uniform Resource Identifier
https://repo.pw.edu.pl/info/bachelor/WUT86aae70fe477428b9b3080d7c7e2927a/
URN
urn:pw-repo:WUT86aae70fe477428b9b3080d7c7e2927a

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