eKnižnica / Monografia /
Digital marketing; E-reputation; Groundswell; Marketing communication; Online discussions; Social m ...
Marketing,
With the booming trend of electronic communication in virtual space, we observe changes in synchronous and asynchronous information exchange. Discussion between Internet users, especially in social media, is becoming the dominant feature of contemporary online communication. This effect, for obvious reasons, occurs especially in online communities, which are groups of several people communicating with each other using the technological devices of a particular digital platform in order to exchange information and share opinions on a particular issue. Social media opens the way for creation of a sociological and psychological phenomenon of the present century, which the authors of the scientific monograph refer to as the „groundswell“. We notice that this effect is not receding; on the contrary, it is becoming more and more dominant and visible. The groundswell can be described as a significant factor that represents a key factor of change in marketing communication, but the consequences of this effect, affect all activities of persons or institutions. The publication aims to shed light on the underlying issues of the current trend of the groundswell, which, according to the authors, creates a prerequisite for interactive communication between businesses and audiences, not only in a social media. The scholarly monograph is intended for business subjects, researchers and students who, as part of their professional or scholarly activities, focus on exploring changes in present digital communications.
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