Abstract

New technologies and a new way of looking at the life of future generations, open up new perspectives of entrepreneurial activities. One of them is to run a blog. Although the first blogs appeared many years ago and earning money from running them is also known to bloggers, little research is devoted to this form of entrepreneurship. The analysis of this phenomenon was carried out using the netnography method, which is not common in research on entrepreneurship. The literature review shows that modern technologies have mobilized researchers to search for new definitions and approaches in the study of entrepreneurship. Opening up to the customer and allowing him to co-create the product is one of the changes that digital entrepreneurship, in particular in connection with social media, has introduced. The latter provide not only a commercial product, but also non-commercial values, which nowadays are of great importance (e.g. emotional support, information, knowledge, sense of belonging to the community). A blogger's entrepreneurial process is very broadly similar to a typical entrepreneurial process, consists of a preparatory phase and an implementation phase. However, this similarity is only superficially similar. A blogger must be credible in the eyes of the community to which he directs his blog, which is not and will not necessarily be his clients. This credibility will help him attract clients, both individual and corporate. Each of these groups is interested in a different product: An individual client will purchase in the blogger's store, and a corporate client will be interested in partner cooperation. That is why the preparatory phase mainly includes the legitimization of the blog and the content on it. The difference between traditional entrepreneurs and blogger entrepreneurs also appears in the area of consumers and the product. The blogger deals with customers who pay and those who do not pay - and the latter are the most numerous. However, they are very important in the entrepreneurial process, as they constitute the basis for the monetization of a blog. And since there are non-paying customers, there is also a free product that is the core of all blogging, blogger's regular entries.

Authors (2)