Cechy komunikatu w electronic Word of Mouth - przegląd literatury

• Autorzy: Małgorzata Budzanowska-Drzewiecka

Warianty tytułu

The Message Characteristic in Electronic Word of Mouth: A Literature Review

• Języki publikacji: PL

Abstrakty

W tej pracy podjęto próbę systematyzacji kluczowych cech komunikatu będącego przedmiotem wymiany w komunikacji eWOM (oraz podstaw metodologicznych ich analizy), występujących w opublikowanych wynikach badań. W tym celu sięgnięto po metodykę systematycznego przeglądu literatury, któremu podporządkowano układ opracowania. Składa się ono z prezentacji komunikacji eWOM jako odrębnego pola badawczego, założeń przyjętych w przeprowadzonym przeglądzie, jego analizy oraz wynikających z niej wniosków. (fragment tekstu)

EN

Electronic word-of-mouth (eWOM) communication is one of the currently developing areas of research. The scope of the published results relating to the issue is both broad and fragmentary (it concerns various approaches and aspects of eWOM communication). The article focuses on research on the characteristics of the message conveyed within the eWOM communication. For this purpose a systematic review of the eWOM literature, identifying the key characteristics of the message used in the research, was carried out. Among the characteristics, valence and argument quality are the most often used. However, there are great ambiguities in the conceptualization and operationalization of the second characteristic in particular. (original abstract)

Słowa kluczowe

PL

Internet; Komunikowanie w internecie; Komunikowanie nieformalne; Informacja konsumencka; Oferta handlowa

EN

Internet; Communication on the Internet; Informal communication; Consumer information; Trade offer

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2018
• Numer: t. 19, z. 9, cz. 3 Współczesny marketing i zarządzanie - problemy, wyzwania, szanse i perspektywy
• Strony: 203--219

Twórcy

autor

Małgorzata Budzanowska-Drzewiecka

• Uniwersytet Jagielloński w Krakowie

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