The Use of Digital Communication Channels by Polish Consumers - Changes Caused by the Pandemic

• Autorzy: Danuta Szwajca
• Języki publikacji: EN

Abstrakty

EN

In the new reality caused by the coronavirus disease 2019 (COVID-19) pandemic, consumers had to face many challenges, primarily the need to make purchases remotely. Consequently, consumers have been forced to use digital communication channels more often, and many have been forced to use these channels for the first time. The aim of the article is to answer the following question: How did the pandemic affect the preferences of Polish consumers with regard to the use of digital communication and service channels? The article also indicates the requirements and expectations of consumers with regard to digital service channels after the pandemic. The research methodology was based on a critical analysis of the literature, secondary data analysis, and deductive reasoning. The main conclusion from the conducted research is the statement that the pandemic did not significantly change the preferences of Polish consumers regarding the use of digital communication and service channels.(original abstract)

Słowa kluczowe

PL

Preferencje konsumenta; Zachowania konsumenta; Komunikowanie cyfrowe; Kanały marketingowe; Zakupy online; Pandemia; COVID-19; Kanał komunikacyjny

EN

Consumer preferences; Consumer behaviour; Digital Communication; Marketing channels; Online shopping; Pandemic; COVID-19; Communication channel

• Czasopismo: Foundations of Management
• Rocznik: 2022
• Tom: 14
• Numer: nr 1
• Strony: 37-50

Twórcy

autor

Danuta Szwajca

• Silesian University of Technology, Poland

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Identyfikatory

DOI

10.2478/fman-2022-0003