Consumerism 3.0 Trends and Their Influence on the Shape of Virtual Br and Communities: The Case of Nutella (Trendy konsumpcjonizmu 3.0 i ich wplyw na ksztaltowanie wirtualnej wspolnoty wokol marek – przypadek marki Nutella)

Monika Skorek () and Michal Ambroziak ()
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Monika Skorek: Uniwersytet Warszawski, Wydzial Zarzadzania, Katedra Marketingu
Michal Ambroziak: Uniwersytet Warszawski, Wydzial Zarzadzania, Katedra Finansow i Rachunkowosci

Problemy Zarzadzania, 2016, vol. 14, issue 58, 13-29

Abstract: The article attempts to describe the existing trends which led to the built-up of the phenomenon of consumerism 3.0. It was demonstrated that as a result of new tendencies of consumer behaviour, companies, adapting their methods of reaching and servicing the customer to the market, had started to use brand communities in order to manage their own brands. That is why, the article uses a description of research conducted by an international team on the virtual Nutella brand community and indicates the potential advantages ensuing from such cooperation with the customer for the company.

Keywords: consumerism 3.0; brand community; experience (search for similar items in EconPapers)
JEL-codes: M00 M30 M31 M39 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:sgm:pzwzuw:v:14:i:58:y:2016:p:13-29

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