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Functionalities of the Virtual Advisor Application in the Process of Marketing Communication Between Contemporary Enterprises and Their Market

100%
Spyra S.
Studia Ekonomiczne
|
2014
|
vol. 205
9-22
EN
For numerous enterprises, processes of communication with the market are important elements of their marketing activities. Expansion of new technologies and possibilities to use different forms of communication with the market understood as a source of competitive advantage encourages enterprises to look for more up-to-date and original solutions to be used while contacting the environment. The article presents functionalities of the virtual advisor (VA) as a new form of communication with the environment. Simultaneously, it is highlighted that dynamic development of new technologies and adaptation of new technology based solutions aimed at marketing communication provide modern enterprises with a lot of new challenges. The very marketing communication is at the same time acquiring features of higher activeness and creativity.
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E-WOM - findings from the creative industries in Poland

80%
Tkaczyk J., Awdziej M.
Studia Ekonomiczne
|
2013
|
vol. 149
200-211
EN
The aim of this paper is to identify and analyze the forms of electronic Word-Of- Mouth that creative entrepreneurs engage in. Their roles in informal communications process stimulation are also discussed. Since in the academic literature informal communications process is investigated mainly from consumer's perspective, the authors focused on the role of entrepreneur. The paper presents results of research study of a group of creative start-ups, participating in the project "Entrepreneurship in creative industries".
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