New media in the marketing communication of enterprises in the international market

Małgorzata Bartosik-Purgat

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ISBN/ISSN:

978-83-01-20608-6

DOI:

Wydawnictwo:

Wydawnictwo Naukowe PWN

Rok wydania:

2019

Liczba stron:

352

XML:ISBN/ISSN:

ONIX MARC21

Bibliografia:

Bartosik-Purgat, Małgorzata. New media in the marketing communication of enterprises in the international market. Red. . Warszawa: Wydawnictwo Naukowe PWN, 2019, 352 s. ISBN 978-83-01-20608-6

Bibliografia refWorks:

RT Book, Whole

SR Electronic(1)

A1 Bartosik-Purgat, M.

T1 New media in the marketing communication of enterprises in the international market

PB Wydawnictwo Naukowe PWN

PP Warszawa

YR 2019

SN 978-83-01-20608-6

Bibliografia BibTex:

@Book{ 205566, author = "Bartosik-Purgat, Małgorzata", editor = "", title = "New media in the marketing communication of enterprises in the international market", publisher = "Wydawnictwo Naukowe PWN", year = "2019", address = "Warszawa", isbn = "978-83-01-20608-6" }

Bibliografia endNote:

TY - BOOK

AU - Bartosik-Purgat, Małgorzata

ED -

TI - New media in the marketing communication of enterprises in the international market

PB - Wydawnictwo Naukowe PWN

CY - Warszawa

PY - 2019

SN - 978-83-01-20608-6

ER -

Netografia (standard APA):

Bartosik-Purgat, Małgorzata. New media in the marketing communication of enterprises in the international market [baza danych online] Warszawa: Wydawnictwo Naukowe PWN, 2019 [dostęp: 27 04 2024]. Dostęp w Ibuk Libra: https://libra.ibuk.pl/reader/new-media-in-the-marketing-communication-of-enterprises-in-the-malgorzata-bartosik-purgat-205566.

marketing, komunikacja, nowe media

The book addresses the use of new media in communication in foreign markets. It describes the latest marketing strategies which were created due to the widespread access to the Internet, the development of technology and new media, such as social ...

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ISBN/ISSN:

978-83-01-20608-6

DOI:

Wydawnictwo:

Wydawnictwo Naukowe PWN

Rok wydania:

2019

Liczba stron:

352

XML:ISBN/ISSN:

ONIX MARC21

Introduction10
1. Marketing communication in the light of Internet development – theoretical background 16
1.1. The communication process – the essence, elements and their meaning18
1.2. The essence of marketing communication – a definitional approach23
1.3. Types of marketing communication in a model approach28
1.3.1. Characteristics of B2B and B2C markets in the aspect of marketing communication28
1.3.2. Marketing communication models in B2B and B2C markets32
1.4. Forms of marketing communication38
1.4.1. Types and essence of forms of marketing communication38
1.4.2. Forms of marketing communication in B2B and B2C markets60
1.5. Computer-mediated communication theory in the context of selected communication theories64
2. New media as the environment of marketing communication 70
2.1. World 3.0 in the context of Internet development72
2.2. The nature and characteristics of new media76
2.3. Social media as a type of new media80
2.3.1. The essence and meaning of social media80
2.3.2. The characteristics and functions of social media83
2.3.3. Types of social media in the light of selected classifications85
2.4. The possibilities of using new media in marketing communication – theoretical approach91
2.4.1. Theoretical basis for the use of new technologies from the perspective of individual users – technology acceptance model91
2.4.2. The use of new media in marketing strategies of enterprises – new marketing concepts94
2.5. Possibilities of using new media in marketing communication of enterprises in B2B and B2C markets102
3. Determinants of the use of new media in the processes of internationalization of enterprises 114
3.1. Classification of determinants of the use of new media in international marketing communication116
3.2. Endogenous determinants118
3.2.1. The degree of the internationalization of the company118
3.2.2. The size of the company126
3.2.3. The type of the products offered by the company130
3.3. Exogenous determinants135
3.3.1. Economic factors135
3.3.2. Technological factors138
3.3.3. Demographic factors143
3.3.4. Cultural factors150
3.3.5. Political and legal factors153
4. New media and the effectiveness and efficiency of marketing communication 156
4.1. The effects of marketing communication – an attempt of identification158
4.2. Effects, efficiency and effectiveness of marketing communication in the dimension of the entire company’s operation – interpretive dilemmas163
4.3. Measuring the effectiveness and efficiency of marketing communication – methods and indicators165
4.4. Effectiveness and efficiency of marketing communication in social media – measurement issues171
5. New media in marketing communication and the effects of business activity in the international market – research assumptions 178
5.1. Research methodology180
5.1.1. Research questions, main objective and specific objectives180
5.1.2. The scope of research and research hypotheses182
5.1.3. Research method and sampling184
5.2. Determinants of the use of new media in marketing communication in the international market – a scheme of dependencies188
5.3. Characteristics of the research sample190
6. New media in marketing communication of the studied enterprises in B2B markets – results of empirical research 194
6.1. Types of new media in the communication of the studied enterprises with a foreign business partner196
6.2. Determinants of using new media in communication with a foreign business partner by the studied enterprises201
6.3. Characteristics of new media and the scope of their use by the studied enterprises in communication with a foreign business partner206
7. New media in marketing communication of studied enterprises in B2C markets – results of empirical research 214
7.1. New media in the communication of studied enterprises with foreign business partners216
7.1.1. Types of new media216
7.1.2. Exogenous and endogenous determinants in the use of new media220
7.1.3. Characteristics of new media and the scope of their use226
7.2. New media in the communication with a mass audience in international market231
7.2.1. Types of new media231
7.2.2. Exogenous and endogenous determinants235
7.2.3. Characteristics of new media and the effects of their use240
7.2.4. Relations between the use of new media in communication and endogenous and exogenous factors – a summary247
8. The significance of new media in international communication – case studies 254
8.1. Kukliki Felt Design Studio256
8.2. TOPMET Light260
8.3. Beiersdorf Manufacturing Poznań Sp. z o.o264
8.4. LUG Light Factory Sp. z o.o267
8.5. Avella Sp. z o.o272
8.6. Advanced Graphene Products Sp. z o.o275
8.7. The significance of new media in international communication – summary of case studies277
Conclusion280
Bibliography284
List of Figures314
List of Tables318
List of Pictures322
Appendices324

CHAPTER11MARKETINGCOMMUNICATIONINTHELIGHTOFINTERNETDEVELOPMENT–THEORETICAL111

thebasicones,thefollowingfunctionsaredistinguished:informative(providingcur-

rentandfuturebuyerswithinformationaboutthecompany,itsproductsandservices),

persuasive(causingthebuyertobuyaproductoruseaservice)aswellascompetitive

(non-pricecompetitiveactivitiesinthemarket).Thefunctionsreﬂectthechangestaking

placeinthemarket,relatedtothedegreeofthebuyer’sparticipationintheactivitiesof

companies,whichispresentedinmoredetailinsubchapter2.4.2.

Inthesourceliterature,“marketingcommunication”issometimesusedinterchangeably

withtheterm“promotion”,althoughtheseconceptsarenotidentical(e.g.Miroński2001).

Promotionisanarrowertermbecauseitincludesaone-waycommunicationbetween

thecompanyandthemarket.Communication,inturn,especiallyduringthedevelopment

oftheInternetanditstools,takestheformofatwo-waydialogbetweenthesenderand

therecipientofthecommunication(Wiktor2013;Taranko2015).Inaddition,com-

municationofthecompanywithmarketentitiestakesplacenotonlythroughspeciﬁc

instruments(asithappensincaseofpromotion),butalsothroughthecompany’sentire

operations,includingitsproductordistribution(Szymoniuk2006).

Duetothepurposeofthemonograph-identiﬁcationoftheimportanceofnew

mediainmarketingcommunication-itwasassumedthatmarketingcommunicationis

asetofinformationprovidedbythecompanytowardsmarketingenvironmententities,

i.e.potentialmasscustomers,suppliers,intermediaries,competitors,publicopinion

leaders,etc.,andalsoofinformationprovidedbymarketparticipantsthatconstituteboth

thedemandandsupplyside,e.g.thelatesttrends,needsandpreferencesofbuyersand

institutionalizedentities,etc.(seeMichalik,Pilarczyk2007).Itisabroadapproachto

marketingcommunication,inwhichdialogplaysasigniﬁcantrole,notjustaone-sided

transmissionofthemessage(Wiktor2013;Taranko2015).

ItshouldbeclearlyemphasizedthatduringtherapiddevelopmentoftheInternetand

newtechnologies,includingtoolsthatallowfortheexchangeofinformation,marketing

communicationisnotonlyaone-sidedprocessoftransferringinformationfromthecom-

panytothecustomer/potentialbuyer(seeFigure2).IntheopinionofKaczmarczyk(2015),

thisdialogalsoinvolvesgatheringinformationthroughvariousmedia(e.g.BigData).The

researcheriswidelycriticizingthestudiesonmarketingcommunication,whichconcern

thesubjectofdialogbetweenthesenderandtherecipient,anddonotmentionresearch

aimedatcollectinginformation“ﬂowingfromthemarket”.Informationgatheredvia

theInternetisanalyzedtoimprovethecompany’soperationsandthesaleofaproduct

orservice.ThisanalysisiscalledBigData(BigDataAnalysis,BDA)anditisthebasis

oftheB2Cmarketrelations.

ModernInternettoolsenablecompaniestodialogwithcustomers,buyersoftheir

productsandservicesandotherstakeholders(Keller2001;Gabrielli,Balboni2010;

Kotler,Keller2012).Thecompany’sdialogwithvariousentitiesfromtheenvironment

isreferredtoas“integratedmarketingcommunication”,whichmayconsistofformal

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