Marki spożywcze w nowych mediach. Przegląd form współpracy biznesowej producentów żywności z autorami blogów kulinarnych

Abstract

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’.