MOBILNOŚĆ, INTERAKTYWNOŚĆ I ZAANGAŻOWANIE UŻYTKOWNIKÓW JAKO WYZWANIA WSPÓŁCZESNEJ KOMUNIKACJI W BIZNESIE
MOBILITY, INTERACTIVITY AND USER INVOLVEMENT AS THE CHALLENGES OF MODERN COMMUNICATION IN BUSINESS
Author(s): Ewa BadzińskaSubject(s): Economy, Business Economy / Management, Sociology, Social development, Social Informatics, Economic development, ICT Information and Communications Technologies
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: mobility; interactivity; user involvement; engagement; technology; communication in business;
Summary/Abstract: The dynamics of the environment and the penetration and unification of both virtual and real worlds have led to significant changes in marketing, while user mobility and interactive communication have become a hallmark in the way companies communicate with the market. The cognitive aim of this paper is to present trends in marketing communications determined by the development of technologies from Web 1.0 to Web 3.0 in the context of virtual economy. Selected media personalization tools have been presented along with the tools for content co-creation and conducting interactive dialogue with customers using mobile devices. This paper is of conceptual-review character and can constitute a starting point for in-depth empirical research.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 41 (1)
- Page Range: 25-37
- Page Count: 13
- Language: Polish