Blog: Social and Marketing Relations in the Virtual Diary

Abstract

The aim of the paper is to highlight the importance of the blog phenomenon and using it in the marketing online communication.Research methodology. The study applies comparative, descriptive methods, synthesis, classification and generalization. A content analysis of popular blogger`s pages was conducted.Results. The article considers the virtual diary as a new way of communication that became possible due to technical progress, the transition to the information society and the evolution of the Internet. The virtualization of the social cultural human`s life and the strengthening of market relations justify the necessity of revision the personal self-expression on the Internet. The Social Networks provide the possibility to create a blog or a virtual diary. It allows interaction with the audience.Novelty. The blog was viewed not as a form of escape from reality, but as a digital version of a «piece» of reality. The author argues the fact that the blog is a tool for achieving the desired result and its success is based on the principles of marketing strategy. Thus, personal blog is considered as a component of marketing and identification changes in consumer relations.The practical significance consists in providing the theoretical principles of the blogosphere development and the material of this article can be used in university lectures.