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Blogs are a widespread and popular internet form of very diverse content that provides the opportunity to interact, exchange opinions and experiences of their users. The phenomenon of growing popularity of Book blogs on social networks and the Internet is the subject of recent media research in terms of the extent of such interaction through liking and commenting and the ways in which this interaction can be measured and observed. Blogs are problematized in several ways, some research looks at different forms of interactions of administrators of such blogs, some are related to their role and marketing forms of popularization of literature. This paper explores the behavior, specifics and reaction of the audience to posts published via the Facebook page of the most widely read Croatian book blog 'Čitaj knjigu'. For this purpose, a mixed methodology approach were used. Data were procssed by manual content analysis and netnography method. The results showed that the audeince regularly follow the blog page, that the most common interaction was with photos and statuses, that posts which contain book's quotes drives most reaction; tthat the contents lead them to reflection or further research; that the dynamics and scope of posts' depend on the characteristics of the site, and that the role of the administrator on a book blog is very large. Given the scarcity of research on book blog audiences, the results obtained can serve to gain a deeper insight into the user habits and behavior of the media audience and a quality basis for further research.

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