Food brand In new media. Overview forms of business cooperation food producers with The authors of culinary blogs
DOI:
https://doi.org/10.12775/NM.2014.004Keywords
business-blogosphere cooperation, culinary blogs, opinion leadership In The new media, native commercial communicationAbstract
The aim of this article is to categorize forms of cooperation between culinary bloggers and food products marketers. The classification is presented In The form of matrix dividing promotional activities by media reach (quantity criteria) and opinion leadership (quality criteria). Prior to this The author proposes a brief blogs typology based on The blogs’ content characteristics and type of website infrastructure. Most of The categories are illustrated by online examples. The article provides business and academic arguments which leads to The conclusion of growing importance of analyzing blogs from other perspective than only ‘new media channel’.
References
Książki
Armesto Fernandez, Felipe, 2002, Near a Thousand Tables. A history of food, The Free Press, New York.
Drzał-Sierocka Aleksandra (red.), 2014, W garnku kultury. Rozważania nad jedzeniem w przestrzeni społeczno-kulturowej, Gdańsk: Wydawnictwo Naukowe Katedra.
Guadano Marta Fernandez. 2012. Reinventores. Barcelona: Conecta.
Korsmeyer Carolyn, 1999, Making sense of taste. Food & Philosophy, New York: Cornell University Press.
Mazurek Grzegorz. 2008. Blogi i wirtualne społeczności – wykorzystanie w marketingu. Kraków: Oficyna Wolters Kluwer.
Siegel David. 2007. Futuryzuj swoją firmę. Strategia biznesu w dobie e-klienta. Kraków: IFC Press.
Wright Jeremy. 2007. Blogowanie w biznesie. Rewolucyjny sposób na zwiększenie sprzedaży, zbudowanie marki i osiągnięcie spektakularnych sukcesów. Warszawa: Wydawnictwa Akademickie i Profesjonalne.
Źródła internetowe
www.burson-marsteller.com/Innovation_and_insights/Thought_Leadership/default_view.aspx?ID=99
http://pbi.org.pl/raporty/badanie_blogow.pdf
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