Social media jako rudyment marketingu Human To Human
Social Media as a Rudiment of Human to Human Marketing

Summary/Abstract: The process of marketing communication has an increasingly complex and multifacetedcharacter while using a variety of tools for initiating and moderating conductedconversations. The basis of that process is still constant striving for initiating interactionsleading to creating and strengthening mutual, multilateral bonds based on changing expectationsand preferences of participants in that process. Hence, an increasingly biggerfocus is put on user experience and emotions related to it, which are a key element of H2H(Human to Human) marketing.The aim of the paper is to explore and evaluate social media space in H2H. Theoreticalbasis are literature studies of the analyzed issue, whereas the empirical part includes theresults of own research in that area.

• Details
• Contents