Rola Google w komunikowaniu treści blogów w segmencie polskich młodszych millenialsów
The Role of Google in Communicating Blog Content in the Segment of Young Polish Millennials

Summary/Abstract: A blog as a tool of broadly understood electronic social communication is already a relatively mass and mature phenomenon; nevertheless, it is constantly absorbing the new capabilities and opportunities for development that appear in the environment. A similar phenomenon is observed on the Polish market, as the nature and profile of the Polish blogosphere is evolving due to the permanent development of new social media tools. New trends are emerging, and great emphasis is placed on the importance of selected aspects of blogging and online presence. This study discusses the validity of the thesis on the vital role of Google in communicating blog content despite the rising significance of social channels in this field. Based on the literature analysis in the introductory part of the study, the theoretical aspects of communication in social media are discussed, in particular the specific nature of blogging and blogosphere. The communication and social profile of the Y generation as the most populous segment in the community of Polish bloggers is also presented. In the discussion on trends in the Polish blogosphere, desk research is used in the form of reports and other industry studies analyses. In addition, the paper provides observations and conclusions from the author’s experiment which involved the young millennial generation representatives running non-commercial private blogs on any topic they chose.

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