BLOGI JAKO NARZĘDZIE KOMUNIKACJI MIĘDZY UŻYTKOWNIKAMI SIECI. ASPEKTY KOMUNIKACYJNE BLOGOSFERY

The work includes analysis of the phenomenon of communication blogs. The authors recall important aspects of blogging communication in a networked environment. Then present a statistical description of the Polish blogosphere network issues, the specificity of the relationship between authors and their diaries online read-ers. Also trackthe evolution of traditional blogs (texts) in the direction of blogs and change the relationship between bloggers and their interactive readers. In the next part of this paper is to discuss the possibility of using this type of communication in promoting the brand as a new form of mouth (buzz) marketing and ac-companying changes in marketing and public relations