Changes in Online Marketing Communication Caused By The Influence of The "Groundswell"
Changes in Online Marketing Communication Caused By The Influence of The "Groundswell"

Summary/Abstract: The paper focuses on changes in online marketing communication, which occur as a result of the interaction of the so-called "groundswell". The groundswell can be described as a significant factor that has a huge impact on marketing communications but also on the market environment as such. The term groundswell refers to all people who influence business entities and marketing communication through various activities. In this paper we deal with aspects of the interaction of the groundswell with the subject and with the help of content analysis we evaluate whether these are favorable or unfavorable changes. At present, business entities focus on interactive communication with the customer. Entities actively seek customer feedback on and satisfaction with their products. Thus, building long-term stable relationships becomes one of the business goals. However, sometimes the subject's views may conflict with the customer. The paper focuses on the ways in which the groundswell can affect the subject and in the context of the findings points to the possibilities of improving the subject's communication with the groundswell. The empirical part of the paper focuses on a comprehensive content analysis of selected campaigns, while the researched factors are the actors of the groundswell and the business entity. Based on the analysis of selected case studies, we speak of the groundswell as an important factor that can cause the activity to make the campaign viral. We also focus on the response of the subject, which can be an incentive to expand the groundswell network degrading the brand. We also address the question of whether the digital customer can influence and indicate changes in the marketing communication of entities. The aim of the paper is to point out the advantages of the subject's cooperation with the groundswell.

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