Szczegóły publikacji
Opis bibliograficzny
Internetowa społeczność marki w teorii i praktyce : wybrane aspekty — Online brand community in theory and practice : selected aspects / Beata TARCZYDŁO, Anna KONDAK, Adrian KONIOR // Przedsiębiorczość i Zarządzanie [Dokument elektroniczny]. - Czasopismo elektroniczne ; ISSN 2543-8190. — 2018 — t. 19 z. 5 cz. 2: Agile Commerce - zarządzanie wobec wyzwań technologii, s. 237–252. — Bibliogr. s. 250–252, Abstr.
Autorzy (3)
Słowa kluczowe
Dane bibliometryczne
| ID BaDAP | 120588 |
|---|---|
| Data dodania do BaDAP | 2019-03-12 |
| Tekst źródłowy | URL |
| Rok publikacji | 2018 |
| Typ publikacji | artykuł w czasopiśmie |
| Otwarty dostęp |  |
| Creative Commons | |
| Czasopismo/seria | Przedsiębiorczość i Zarządzanie = Entrepreneurship and Management |
Abstract
The aim of this article was to describe online brand community and its importance in current market conditions. The point of this article was not only to define and indicate the core and types of the analysed category but also to point out the ways of its building and opti-mal use in actions for benefits of a personified brand. The methodology of research carried out in this paper included: literature studies, meta-analysis of available information resources and own quality research using a case study method for selected brands. The studies concerned the place and role of virtual community in managing the object marked by the brand and its relations with stakeholders. It was observed that devoted and involved virtual community im-pacts, among other things, on the effectiveness of marketing activities for the brand, effective-ness of communication with stakeholders and it also increases brand awareness. To a very large extent it is determined by phenomenon of presumption in people behaviours, and in particular the Internet users. In this article the recommendations were formulated for theoreticians and practitioners, who are interested in methodological building of online brand community and effective use in the brand operations.
