Informal Channels of Communication Used by Enterpises

• Autorzy: Grzegorz Mazurek , Jolanta Tkaczyk

Warianty tytułu

Wykorzystanie komunikacji nieformalnej przez przedsiębiorstwa

• Języki publikacji: EN

Abstrakty

EN

To date, extant literature on the subject of word of mouth (WOM) has largely been devoted to the process of WOM communication from the consumer's point of view. However, since companies are able to stimulate as well as employ WOM as one of marketing communication's instruments, they may be perceived as both senders and receivers in this process. Therefore, the question is this: Can companies manage the process of word-of-mouth communication within the framework of their structures, and if so, how? This article's aim is to identify various methods companies can use to exploit WOM on the basis of source literature and our own studies, as well as to discuss opportunities and risks related to the process of management of WOM communication. (original abstract)

W literaturze przedmiotu skupiano się do tej pory na procesie komunikacji nieformalnej z punktu widzenia głównie konsumenta. Skoro przedsiębiorstwo może stymulować, a także wykorzystywać komunikację nieformalną jako jeden z instrumentów komunikacji marketingowej, może być zatem również postrzegane jako nadawca i odbiorca w tym procesie. Powstaje zatem pytanie, czy i w jaki sposób przedsiębiorstwa mogą zarządzać procesem komunikacji nieformalnej w ramach swoich struktur? Celem artykułu jest zidentyfikowanie różnych sposobów wykorzystania komunikacji nieformalnej przez przedsiębiorstwa na podstawie literatury oraz badań własnych, jak również przedstawienie szans i zagrożeń związanych z zarządzaniem procesem komunikacji nieformalnej. (abstrakt oryginalny)

Słowa kluczowe

EN

Marketing communication; Informal communication; Management

PL

Komunikowanie marketingowe; Komunikowanie nieformalne; Zarządzanie

• Czasopismo: Acta Scientiarum Polonorum. Oeconomia
• Rocznik: 15 (2016)
• Numer: nr 2
• Strony: 103--112

Twórcy

autor

Grzegorz Mazurek

• Kozminski University, Warsaw, Poland

autor

Jolanta Tkaczyk

• Kozminski University, Warsaw, Poland

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