The Use of Social Media in the Polish Retail Banking in the Era of Marketing 3.0

• Authors: Anna Tarabasz
• Languages of publication: EN

Abstracts

EN

Currently as the basis for co-creation and improvement of business offer serves the combined idea of crowdsourcing and social media. Solutions and applications of Web 2.0 are not only a next stage of evolution in the direction of Web 3.0 and Meta Web. They become rather a living proof how "future theories" become a current practice for more and more companies. The marketing concept transforms in a similar manner, as nowadays cocreation and interaction with the target group seem to be more important, than simple customer orientation. The article tries to illustrate the disparity between available and implemented solutions on the use of electronic communication tools within the social media. The basis for discussion in this regard will results presentation of research, conducted among nearly 1,800 customers of 11 largest banks in Poland.

Keywords

EN

Banking sector; Marketing; Social media

PL

Marketing; Media społecznościowe; Sektor bankowy

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Studia Ekonomiczne
• Year: 2013
• Volume: 150
• Pages: 159-168

Contributors

author

Anna Tarabasz

References

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Identifiers

ISSN

2083-8611