Ewolucja marketingu szeptanego jako narzędzia komunikacji marketingowej w świetle rozwoju technologii informacyjnych
Evolution of word-of-mouth marketing as a tool of marketing communication in the light if IT development

Summary/Abstract: The development of the Internet as well as mobile technologies which enable Internet access causes changes in the approach towards marketing communication tools. Word-of-mouth marketing is a very interesting marketing communication tool as it adjusts to the current needs of the society, in which information technology becomes more and more important. At the same time it has an important role in spreading the information about products and services. The situation of using word-of-mouth marketing has been changing because of, among others, the change of communication channels and consumers’ needs. It is vital to remember that now it is a marketing communication tool used not only by consumers but also by producers. Hence the evolution of word-of-mouth marketing into viral marketing, which relies heavily on social media, is very interesting. The author of the paper tries to analyse the evolution of word-of-mouth marketing with regards to information technology.

• Details
• Contents