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Dynamic development of the Internet and electronic devices favours also its use in the marketing activity of enterprises what manifests itself in dynamic development of e-commerce or the use of the Internet for communication. Aim of this article is to evaluate the possibility of using Internet in the marketing activities oriented towards Gen Y consumers. The authors of this article focused on using...
Organizations increasingly rely on corporate social networks and online communities, under what is called today Enterprise 2.0, to enhance socialization and favor information/knowledge sharing, collaboration and value creation among coworkers. This paper presents and analyzes results from a qualitative exploratory study conducted recently with a focus group of 24 graduate management students from...
Social networking sites, in addition to the standard features of communication between members of the community, are also another channel to build brand image and shaping consumer buying behavior. SNSs allow the establishment of the so-called company profiles, enabling a continuous and interactive dialogue with customers or potential customers. This paper presents an analysis and assessment of the...
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