Internet-Mediated Dialog with Consumers: A Cross-Industry Multiple-Case Study of Polish Exporters

Zaborek Piotr () and Mazur Jolanta ()
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Zaborek Piotr: Warsaw School of Economics, Collegium of the World Economy, Institute of International Management and Marketing
Mazur Jolanta: Warsaw School of Economics, Collegium of the World Economy, Institute of International Management and Marketing

Journal of Management and Business Administration. Central Europe, 2018, vol. 26, issue 4, 64-88

Abstract: Purpose: The paper explores the online dialog of firms and consumers through corporate websites and social networks. The objective is to investigate the state of this dialog, its mechanisms, and outcomes in four export-oriented manufacturing companies that represent a wide spectrum of industries, including FMCG and durable goods, low-priced and expensive products, purchased with high and low involvement.

Keywords: dialog; interaction; the Internet; consumers; manufacturers; exporters; multiple-case study; value co-creation (search for similar items in EconPapers)
JEL-codes: M10 M14 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:26:y:2018:i:4:p:64-88:n:5

DOI: 10.7206/jmba.ce.2450-7814.243

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