PL EN


2013 | 140 | 112-121
Article title

Wpływ technologii ICT na rolę konsumenta w komunikacji marketingowej

Authors
Content
Title variants
EN
Influence of Information and Communication Technology on Consumer's Role in Marketing Communication
Languages of publication
PL
Abstracts
EN
Thanks to development of ICT consumers have been given new tools, which make searching for information and sharing opinions easier. New communication tools have become subject of many publications. Having read them we may come to a conclusion that consumers' role in marketing communication has increased significantly and that consumers are the dominant subject of communication process. The author of this article proves that the above conclusion is false. In fact, the author puts the opposite thesis, which says that advertisers have huge advantage observed in opportunities of common advertisements' individualization, which is done to consumers' unawareness. It doesn't matter if it is a consumer who initiates exchange of information as his/her behaviour was previously carefully monitored and controlled consequently.
Year
Volume
140
Pages
112-121
Physical description
Contributors
author
References
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Document Type
Publication order reference
Identifiers
ISSN
2083-8611
YADDA identifier
bwmeta1.element.desklight-eb27fdd7-9db1-464d-8d80-72998ef5e97f
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