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The Online Consumers’ Recommendations

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  • Elżbieta Karaś

    (Opole University of Technology, Poland)

Abstract

The Internet and social media influenced the change of the business and communication environment on the market. Enterprises are doing online marketing activities. They use new communication tools, acquiring experience, and even the skills of their consumers. Consumers on the Internet spread their opinions about enterprises and products, they are co-creators of the new business space in the virtual world - prosumers. The Internet provides them with free communication and dissemination of information about companies, brands, recommendations about products. Consumers generate knowledge and transform the business market, the way of transactional relations and the implementation of social expectations. The article presents the specifics of recommendation marketing and identifies changes in consumer behavior in the context of creating and perceiving marketing content in the Internet. General premises of the use of Internet recommendations, threats and instruments of recommendation marketing used by Polish enterprises have also been indicated.

Suggested Citation

  • Elżbieta Karaś, 2018. "The Online Consumers’ Recommendations," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 18(1), pages 103-112.
    • Handle: RePEc:pet:annals:v:18:y:2018:i:1:p:103-112
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    References listed on IDEAS

    as
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
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    More about this item

    Keywords

    consumer; marketing; recommendation marketing;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation

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