Komunikacja nieformalna online (eWOM) jako narzędzie cyfrowej komunikacji marketingowej - istota, formy, motywacje

Jolanta Tkaczyk

Published : 2016-04-30

Vol. 67 No. 2 (2016)

Electronic Word of Mouth as a Tool of Digital Marketing Communication - the Essence, Forms, and Motivations

Jolanta Tkaczyk

Abstract

The use of naturally occurring discussion as an instrument of marketing communication requires intuition, to prepare and plan, but most of all, an understanding of the essence, forms of word of mouth online (eWOM), and motivation for message generation. The purpose of this article is to identify the essence of eWOM in the context of traditional word of mouth (WOM), show an indication of the place and uses of eWOM as a tool of digital marketing communications, and ordering motives to generate and receive digital informal messages and determine their significanc.(original abstract)

Keywords:

Marketing communication, Communication on the Internet, Informal communication

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Tkaczyk, J. (2016). Electronic Word of Mouth as a Tool of Digital Marketing Communication - the Essence, Forms, and Motivations. Zeszyty Naukowe Wyższej Szkoły Bankowej W Poznaniu, 67(2). Retrieved from https://journals.wsb.poznan.pl/index.php/znwsb/article/view/911

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