Corporate blogs#x2014;innovative communication tool or another internet hype? empirical research study

摘要

In the following paper the role, potential and perception of corporate blogging among key marketing decision makers from the companies listed on Warsaw Stock Exchange have been presented. The topic of blogs has been widely promoted in recent theoretical and practical publications, however very little information can be found on the scope of blogs usage and real impact of such modern communication tool on the business. Such issues as limitations in corporate blogs implementation, the perception of the blogs’ information value or the expected potential of blogs usage have been identified and explained. Author describes various models of corporate blogs and tries to find out whether blogs are truly used as modern communication tool for business or it is just another hype which soon is replaced in media by another ideas and concepts.