E-commerce in Social Media

• Autorzy: Urszula Garczarek-Bąk , Andrzej Szymkowiak

Warianty tytułu

E- commerce w mediach społecznościowych

• Języki publikacji: EN

Abstrakty

Idea mediów społecznościowych opiera się na komunikacji C2C. Popularyzacja takich platform, jak Facebook czy Instagram wśród użytkowników Internetu zachęca firmy do korzystania z mediów społecznościowych jako narzędzia promocji i budowania relacji z odbiorcami. Jest to szczególnie ważne w przypadku producentów końcowych towarów i podmiotów świadczących usługi lokalne, przez możliwość interakcji z odbiorcami i tworzenia pożądanego wizerunku. Celem artykułu jest identyfikacja poziomu wykorzystania mediów społecznościowych na przykładzie Facebooka przez 42 najlepiej oceniane sklepy internetowe w Polsce. W doborze sklepów korzystano z badań przeprowadzonych przez jedną z czołowych stron internetowych porównujących sklepy i ceny produktów w e-commerce. Analizę przeprowadzono zarówno w zakresie komunikacji jednokierunkowej, rozumianej jako częstotliwość publikacji treści marketingowych, ale także poziomu interakcji z użytkownikami. Badanie obejmuje branżę, w której działa sklep internetowy. (abstrakt oryginalny)

EN

The idea of social media is based on C2C communication. The popularisation of platforms such as Facebook or Instagram among Internet users encourages businesses to use social media as a tool for promotion and building relationships with recipients. This is particularly important in the case of producers of final goods and entities providing local services, through the possibility of interacting with recipients and creating the desired image. The aim of this article is to identify the level of use of social media on the example of Facebook through 42 best-rated online stores in Poland. In the selection of stores, we used research conducted by one of the leading websites comparing stores and prices of products in e-commerce. The analysis was carried out both in terms of one-way communication, understood as the frequency of publication of marketing content, but also the level of interaction with users. The study includes the industry in which the online store operates. (original abstract)

Słowa kluczowe

PL

Handel elektroniczny; Media społecznościowe; Sklepy internetowe

EN

e-commerce; Social media; Internet shopping

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Numer: nr 6 tom 2
• Strony: 119-128

Twórcy

autor

Urszula Garczarek-Bąk

• Uniwersytet Ekonomiczny w Poznaniu

autor

Andrzej Szymkowiak

• Uniwersytet Ekonomiczny w Poznaniu

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