Женский блогинг как предпринимательская деятельность
The article presents the results of the research aimed at the study of the practices of women’s blogging as a form of entrepreneurial activity. The main method of the research is qualitative (interpretative) content analysis. The object of the analysis is the content of women's blogs on the side of using it to generate income. 6 Internet platforms on which the activities on blogging are most actively carried out were analyzed: VKontakte, Odnoklassniki, Instagram, Facebook, Twitter, YouTube. In the results of the study, each platform is characterized from the side of the features of blogging. Viewing 50 blogs from each social network, six main topics of women's blogs were identified: beauty, sports and a healthy lifestyle, love and relationships, success and harmony in life, cooking, creativity and needlework, beauty-blogs are conducted as the most popular . The study identified 2 main opportunities for earning in Internet blogging: 1) selling own products by advertising them on own channel (used by a small number of bloggers producing their own product); 2) promotion and sale of customer goods – it is more popular. Possible options for cooperation with partners were determined: participation in partner programs, direct cooperation with the advertiser, promotion of other channels, participation in partner advertising. During the analysis of the amount of possible income, it was noted that it had a direct connection with the number of subscribers on the channel, which determines the main risk of this business - loss of interest of the audience. In conclusion, it is stated that women's blogging is actively popularized, because it combines the possibilities of earning equivalent to earnings in «traditional business», the absence of a rigid working schedule and the opportunity to engage in «favorite» business, and despite the need to regulate activity from a legal side, this business has all chances for further successful development.