Blogs' Influence on Business and Sponsored Articles Market

Sabat, Fabien

I wrote this thesis to deepen my knowledge about the sponsored articles' market. Indeed, I'm working for one year in a company which is selling sponsored articles on blogs to announcers, it's why I decided to focus on the blogosphere to understand how its rising influence allowed the apparition of the sponsored articles' market. Moreover, I tried to propose solutions to improve the performance of my company on this market. In this paper, I describe what a blog is, how is it possible to classify them, the impact of these websites on the society but also the structure of the sponsored articles market. Precisely, we explain how the law responds to this evolution, who are the main actors on this market with for example intermediary's agencies putting in relation blogs and brands as my company Buzzea does. Also, I presented a survey conducted toward blogs by my company to understand how they are perceiving the sponsored articles. To conclude this paper, I enhance some solutions that my company could implement to be more competitive in this market.

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