An analysis of perceived topicality of website content influence in terms of reputation management

• Autorzy: Stefko R. , Fedorko I. , Bacik R. , Fedorko R.

Warianty tytułu

PL

Analiza postrzeganej aktualności wpływu zawartości strony internetowej pod względem zarządzania reputacją

• Języki publikacji: EN

Abstrakty

EN

The main aim of the article is to analyse the influence of the up-to-date nature of a selected organization’s website content on the perception of its image in terms of reputation management from the consumers’ point of view through a research. The research intends to test the effectiveness of the impact of various elements of online marketing campaigns on the perception of organization by consumers. For this purpose we chose the company from among small and medium-sized businesses which actively engages itself in marketing campaigns in the Internet environment, and therefore it is possible to examine and evaluate the influence of these activities on the perception of the given organization. As shown by the research results, it can be assumed that the perceived up-to-date nature of the web content, regarding the chosen web pages, is directly dependent on the perceived influence of website on the image of the chosen company. Furthermore, the article aims to assess chances this issue brings to marketers and at the same time point out the main pitfalls.

PL

Głównym celem artykułu jest analiza wpływu nowoczesnego charakteru zawartości strony internetowej wybranej organizacji na postrzeganie jej wizerunku w zakresie zarządzania reputacją z punktu widzenia konsumentów za pośrednictwem badań. Badanie ma na celu sprawdzenie efektywności wpływu różnych elementów kampanii marketingowych online na postrzeganie organizacji przez konsumentów. W tym celu spośród małych i średnich przedsiębiorstw wybraliśmy firmę, która aktywnie angażuje się w kampanie marketingowe w środowisku internetowym, a więc jest możliwe zbadanie i ocena wpływu tych działań na postrzeganie danej organizacji. Jak przedstawiono w wynikach badań, można założyć, że postrzegany nowoczesny charakter treści internetowej, w odniesieniu do wybranych stron, jest bezpośrednio zależny od postrzeganego wpływu strony internetowej na wizerunek wybranego przedsiębiorstwa. Ponadto artykuł ma na celu ocenić szanse, jakie kwestia ta przynosi marketingowcom i jednocześnie podkreślić główne pułapki.

Słowa kluczowe

EN

website content; reputation management; organization image; e-marketing

PL

zawartość strony internetowej; zarządzanie reputacją; wizerunek organizacji; e-marketing

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2015
• Tom: Vol. 12, No. 1
• Strony: 177--185
• Opis fizyczny: Bibliogr. 31 poz., tab.

Twórcy

autor

Stefko R.

• University of Prešov in Prešov, Faculty of Management

autor

Fedorko I.

• University of Prešov in Prešov, Faculty of Management

autor

Bacik R.

• University of Prešov in Prešov, Faculty of Management

autor

Fedorko R.

• University of Prešov in Prešov, Faculty of Management

Bibliografia

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Uwagi

EN

1. This article is one of the partial outputs under the scientific research grant VEGA 1/0857/15 "Research of economically significant factors of perception of reputation and its dominant contexts in relation to the success in the processes of e-commerce and e-marketing on the Slovak Virtual Market".