Rola płci w budowaniu relacji na poziomie afektywnym w środowisku online na przykładzie generacji Y
The Role of Gender in Building Online Relationships on the Affective Level on the example of Generation Y

Summary/Abstract: The growing awareness of weaknesses on traditional marketing activities leads to the search for new paradigms, which will be characterized by a high level of effectiveness. To accomplish the mission, modern enterprises are required to diffuse new technologies into marketing activities that will aim to shape interactive and long-term relationships with the client. These relationships may be considered at various levels, including the behavioral and affective dimension. Research shows that the strength and intensity of true loyalty islargely determined by emotional commitment. Therefore, it becomes important to know what actions affect the strength of relationships in this particular dimension. The purpose of this article is to identify online communication tools that build relationships at the affective level and to analyze their impact on the strength of relationships in this dimension in the segment of young consumers, taking into account gender diversity. In thefirst part of the article being the result of literature research, was presented conception of tools that involved relationships in affective dimension that consist of two groups relatingto: “Belonging and involvement” and “Added value for customers”. The second part coversthe results of own research conducted on a representative group of 502 young people.

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