BLOGGERS IN THE SERVICE OF MARKETING THE CASE OF SLOVAKIA AND CZECHIA

The subject of our investigation regards bloggers with their own channels on YouTube. We interpret the issue of blogging in the context of the Internet as a medium. We define blogs and microblogs; we characterize types of bloggers' videos on YouTube. As blogging abroad has a longer tradition, we pay attention to developing blogging in Slovakia and in the Czech Republic. We accomplish current situation with results of relevant research using also the Internet sources, while focusing on the Slovak and Czech blogosphere. In conclusion of the paper, we mention professionalization of the most successful bloggers and events, where they can meet their fans face-to-face.