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Balan Carmen (Bucharest Academy of Economic)
Consumer Behavior in the Digital Era - Evidence from Romanian Market
Journal of Economics & Management / University of Economics in Katowice, 2014, nr 15, s. 5-24, rys., bibliogr. 20 poz.
Handel elektroniczny, Zachowania konsumenta, Media społecznościowe, Serwisy społecznościowe
e-commerce, Consumer behaviour, Social media, Social networking
Romanian consumers entered the digital era with more or less enthusiasm, knowledge and openness to communicate and purchase in the new environment. Internet and social networks, blogs and opinion formers, brands present in social media and in online stores are common denominators of the life of many Romanians. Hereinafter, the behavior of consumers in the digital era and the implications for the marketing communication of the companies are presented from both quantitative and qualitative up-to-date perspectives.(fragment of text)
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Full text
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