The Use of Social Media in the Polish Retail Banking in the Era of Marketing 3.0

• Autorzy: Anna Tarabasz
• Języki publikacji: EN

Abstrakty

EN

Currently as the basis for co-creation and improvement of business offer serves the combined idea of crowdsourcing and social media. Solutions and applications of Web 2.0 are not only a next stage of evolution in the direction of Web 3.0 and Meta Web. They become rather a living proof how "future theories" become a current practice for more and more companies. The marketing concept transforms in a similar manner, as nowadays cocreation and interaction with the target group seem to be more important, than simple customer orientation. The article tries to illustrate the disparity between available and implemented solutions on the use of electronic communication tools within the social media. The basis for discussion in this regard will results presentation of research, conducted among nearly 1,800 customers of 11 largest banks in Poland. (original abstract)

Słowa kluczowe

EN

Social media; Marketing; Banking sector; Web 3.0

PL

Media społecznościowe; Marketing; Sektor bankowy; Web 3.0

• Czasopismo: Studia Ekonomiczne / Uniwersytet Ekonomiczny w Katowicach
• Rocznik: 2013
• Numer: nr 150 La société de l'information : perspective européenne et globale : la société de l'information et ses enjeux pour les entreprises
• Strony: 159--168

Twórcy

autor

Anna Tarabasz

• University of Lodz, Poland

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