 The Online Consumers’ RecommendationsElżbieta Karaś
Annals of the University of Petrosani, Economics, 2018, vol. 18, issue 1, 103-112 Abstract: The Internet and social media influenced the change of the business and communication environment on the market. Enterprises are doing online marketing activities. They use new communication tools, acquiring experience, and even the skills of their consumers. Consumers on the Internet spread their opinions about enterprises and products, they are co-creators of the new business space in the virtual world - prosumers. The Internet provides them with free communication and dissemination of information about companies, brands, recommendations about products. Consumers generate knowledge and transform the business market, the way of transactional relations and the implementation of social expectations. The article presents the specifics of recommendation marketing and identifies changes in consumer behavior in the context of creating and perceiving marketing content in the Internet. General premises of the use of Internet recommendations, threats and instruments of recommendation marketing used by Polish enterprises have also been indicated. Keywords: consumer; marketing; recommendation marketing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pet:annals:v:18:y:2018:i:1:p:103-112 Access Statistics for this article More articles in Annals of the University of Petrosani, Economics from University of Petrosani, Romania |
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