THE ONLINE CONSUMERS’ RECOMMENDATIONS
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 o...
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| Format: | Article |
| Language: | English |
| Published: |
University of Petrosani
2018-10-01
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| Series: | Annals of the University of Petrosani: Economics |
| Subjects: | |
| Online Access: | https://www.upet.ro/annals/economics/pdf/2018/p1/Karas.pdf |
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| Summary: | 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. |
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| ISSN: | 1582-5949 2247-8620 |