Abstract:

People tend to believe that each company has only one goal, the gain and this is what they see behind any promotional or informational message. This is the reason why companies should continuously search for new resources of gaining the trust and legitimacy of the consumers. Present paper focuses on highlighting the importance of the blog as a word-of-mouth and an online marketing tool among consumers by presenting their behaviour in the online environment, analyzing their opinions and preferences towards the company blogs. The main objectives of this research is to see whether companies should communicate online on blogs and to reveal why and how are the blogs used by the Romanians.