Abstract
Abstract The main aim of this article was to research the impact of the content of recreational blogs on the change of attitude and behaviours of their recipients, as well as creating the basis to manage the content of blogs directed to achieve particular results. The study was conducted with the use of quantitative and qualitative content analysis. The contents of 691 comments left by 4 main types of commentators were analysed. The evaluation of individual entries was performed using the assumptions of the modified AIDA model of consumer behaviour. The possibility of a positive causal link between the presented content and the appearance of the signs of its impact on the behaviour of individuals tracking the posts has been proven to a minor extent only. Merely 0.5% of commentators and individuals were not engaged in running declared changing their way of life to a pro recreational and sports-related one. Conducting analyses directly on the large, narrative story-telling content with the use of a consumer behaviour model is a novelty of this paper and rarely appears in the scientific literature. The theoretical significance of the work is connected with the development of the theory of marketing management in the context of social networks content management.
Highlights
Kaplan and Haenlein (2010) have defined social media (SM) as a tool to communicate online, stimulating exchange of views and information, along with web applications, enabling creation and sharing the User Generated Content (UGC)
Based on the results presented above it can be concluded that the blogs related to running are followed mostly by runners who do not reveal their identity on the network
On the basis of blog content analysis, Vas (2016) proves that blogs are a perfect material to research the motivations of behaviours, the profiling of specific groups of bloggers depending on their civil status, social activity, etc
Summary
Kaplan and Haenlein (2010) have defined social media (SM) as a tool to communicate online, stimulating exchange of views and information, along with web applications, enabling creation and sharing the User Generated Content (UGC). There are tools that enable the creation of the community of bloggers (e.g. live journal). These are: authorial management, the structure of entries based on hyperlinks, Journal of Business Economics and Management, 2017, 18(1): 146–162 the entries appearing in a reverse chronological order, and the presence of the archive of entries (Sim, Hew 2010). The content shared in social media and the resulting, emerging interactions between users are an important part of scientific research. The content shared in social media and the resulting, emerging interactions between users are an important part of scientific research. Sim and Hew (2010) indicate two basic approaches in the research on blogs and their content, i.e., the approach related to the description of the purposes of using blogs and the approach referring to analysing the impact of the content presented on blogs on the recipients
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
