THE PROMOTION SYSTEM AS A COMPETITION TOOL ON THE ALLEGRO.PL TRADING PLATFORM
THE PROMOTION SYSTEM AS A COMPETITION TOOL ON THE ALLEGRO.PL TRADING PLATFORM
Author(s): Dariusz StrzębickiSubject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Szkoła Główna Gospodarstwa Wiejskiego w Warszawie
Keywords: Allegro.pl; B2C electronic commerce; promotion on the Internet; electronic marketplace; Poland;
Summary/Abstract: The purpose of the article is to identify the types of promotional tools used and their role in competition between sellers on the B2C and C2C trading platform called Allegro.pl. A case study of this electronic marketplace was carried out. The information needed to develop the case study came primarily from a qualitative content analysis of the Allegro.pl website. The analysis showed that Allegro.pl provides sellers with many different promotional tools to compete within this electronic market while maintaining a high level of user experience (UX). Price is an important tool for competing in this market, but the availability of promotional tools reduces its importance on the platform.
Journal: Acta Scientiarum Polonorum. Oeconomia
- Issue Year: 18/2019
- Issue No: 4
- Page Range: 95-102
- Page Count: 8
- Language: English