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Internet-Mediated Dialog with Consumers: A Cross-Industry Multiple-Case Study of Polish Exporters

Author

Listed:
  • Zaborek Piotr

    (Warsaw School of Economics, Collegium of the World Economy, Institute of International Management and Marketing)

  • Mazur Jolanta

    (Warsaw School of Economics, Collegium of the World Economy, Institute of International Management and Marketing)

Abstract

Purpose: The paper explores the online dialog of firms and consumers through corporate websites and social networks. The objective is to investigate the state of this dialog, its mechanisms, and outcomes in four export-oriented manufacturing companies that represent a wide spectrum of industries, including FMCG and durable goods, low-priced and expensive products, purchased with high and low involvement.

Suggested Citation

  • Zaborek Piotr & Mazur Jolanta, 2018. "Internet-Mediated Dialog with Consumers: A Cross-Industry Multiple-Case Study of Polish Exporters," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(4), pages 64-88, December.
    • Handle: RePEc:vrs:jmbace:v:26:y:2018:i:4:p:64-88:n:5
    DOI: 10.7206/jmba.ce.2450-7814.243
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    References listed on IDEAS

    as
    1. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    2. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    dialog; interaction; the Internet; consumers; manufacturers; exporters; multiple-case study; value co-creation;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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