The study of polish consumer's online brand-related activities

Schivinski, B. ORCID: 0000-0002-4095-1922 and Brzozowska-Woś, M., 2015. The study of polish consumer's online brand-related activities. e-mentor, 2 (59), pp. 77-85. ISSN 1731-6758

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Abstract

The development of new online trends, particularly the Web 2.0, has caused a social engagement growth of Internet users and, as a result, further development of social networking channels and other different types of interactive platforms. The Internet encourages consumers to interact with web sites, and through them with other users. It also enables them to create content on any subject, as for instance, associated with brands and products. consequently, generating a valuable source of information and research area for organizations.
This study aims to identify the involvement of Polish Internet users with consumer's online brand related activities (COBRA). Concerning this issue, the authors investigated a total of 2253 Internet users in an exploratory study revealing the intensity of their participation in 31 activities ranging from low to high engagement. It turned out that Polish consumers are more willing to engage into activities belonging to the consuming COBRA type, rather than to the ones pertinent to the creating COBRA type. [English language version of original Polish abstract]

Item Type: Journal article
Alternative Title: Badanie aktywności online polskich konsumentów dotyczącej marek
Publication Title: e-mentor
Creators: Schivinski, B. and Brzozowska-Woś, M.
Publisher: Warsaw School of Economics and the Foundation for the Promotion and Accreditation of Economic Education
Date: 2015
Volume: 2
Number: 59
ISSN: 1731-6758
Identifiers:
NumberType
10.15219/em59.1174DOI
Rights: All materials appearing in e-mentor are protected by copyright and are the property of the Warsaw School of Economics, Poland. All Rights Reserved. You may not copy, reproduce, distribute, publish, display, perform, modify, create derivative works, transmit, or in any way exploit any such content, nor may you distribute any part of this content over any network, including a local area network, sell or offer it for sale, or use such content to construct any kind of database. However you may download from www.e-mentor.edu.pl such content for your own personal, noncommercial use but only if you make only one machine readable copy and/or one print copy. Copying or storing any content except as provided above is expressly prohibited without prior written permission of the Warsaw School of Economics. Warsaw School of Economics do not bear any responsibility for statements published on forums and remarks/comments under the articles. Requests to use content for any purpose should be directed to redakcja@e-mentor.edu.pl or Warsaw School of Economics Education Development Centre Al. Niepodleglosci 162 suite 150 02-554 Warsaw Poland
Divisions: Schools > Nottingham Business School
Depositing User: Jill Tomkinson
Date Added: 20 Nov 2015 09:12
Last Modified: 09 Jun 2017 13:57
URI: http://irep.ntu.ac.uk/id/eprint/26427

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