Marketing doświadczeń w społecznościach wirtualnych : wprowadzenie do dyskusji

• Autorzy: Urszula Świerczyńska-Kaczor

Warianty tytułu

Experience Marketing Within Virtual Communities : an Introductory Discussion

• Języki publikacji: PL

Abstrakty

Marketing w społecznościach wirtualnych jest zazwyczaj prezentowany w literaturze przedmiotu z perspektywy marketingu relacji. W niniejszym artykule odchodzę od takiego spojrzenia na rzecz próby zastosowania koncepcji marketingu doświadczeń (experience marketing). Takie ujęcie pozwala na uchwycenie nowych aspektów prowadzenia działań marketingowych w serwisach społecznościowych, takich jak Facebook czy trójwymiarowy Second Life. W artykule wskazuję na założenia marketingu doświadczeń, na związek między marketingiem doświadczeń a szeroko dyskutowaną koncepcją Service-Dominant Logic oraz na specyfikę kreowania wirtualnych doświadczeń konsumenta. (abstrakt oryginalny)

EN

In marketing literature the discussion about the strategy for virtual communities is usually framed within the concept of relationship marketing. The author suggests examining the marketing activities within social network sites (such as Facebook or the 3D social virtual world Second Life) through a different lens - experience marketing. Such an approach allows us to distinguish any new aspects that appear in marketing strategies. The article discusses the foundations of experience marketing, the process of building customers' virtual experiences as well as the connection between experience marketing and the widely discussed concept of Service-Dominant Logic. (original abstract)

Słowa kluczowe

PL

Marketing doświadczeń; Marketing; Rzeczywistość wirtualna; Serwisy społecznościowe; Logika usługowa

EN

Experience marketing; Marketing; Virtual reality; Social networking; Service-dominant logic

• Czasopismo: Master of Business Administration
• Rocznik: 2010
• Tom: 18
• Numer: nr 4
• Strony: 18--32

Twórcy

autor

Urszula Świerczyńska-Kaczor

• Uniwersytet Humanistyczno-Przyrodniczy Jana Kochanowskiego w Kielcach

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