Wpływ czynników demograficznych na członkostwo w wirtualnych społecznościach marek

• Autorzy: Dagna Siuda

Warianty tytułu

The Impact of Demographic Features on Membership in Virtual Brand Communities

• Języki publikacji: PL

Abstrakty

EN

Nowadays, the Internet is present in multiple aspects of human life. Along with the omnipresence of the Web, social media have become an integral part of everyday life for many people. One of the most prominent areas where social media's influence keeps on increasing contact with the brands and, consequently, purchase decisions under its influence. Virtual brand communities, located in social media, have become an extremely important communication channel between enterprises and consumers. The main goal of the article is to present the popularity of virtual brand communities among Polish Internet users, taking into account the impact of demographic factors on affiliation to these communities. To fulfill the assumed objective, a method of indirect communication with respondents was applied, using a questionnaire filled in by 650 respondents. The results obtained by the author indicate existence of significant impact of some demographic factors, including age and place of residence, on membership in virtual brand communities.(original abstract)

Słowa kluczowe

PL

Media społecznościowe; Komunikowanie marketingowe; Wirtualizacja

EN

Social media; Marketing communication; Virtualization

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2019
• Numer: t. 20, z. 12, cz. 1 Agile Commerce - adaptacja technologii wobec zmienności świata
• Strony: 157--167

Twórcy

autor

Dagna Siuda

• Politechnika Łódzka

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