The The role of Internet in marketing activities aimed at Gen Y consumers, based on selected regions of Poland, Czech Republic and Slovakia
Anetta Barska
https://orcid.org/0000-0001-7413-1781
Janusz Śnihur
https://orcid.org/0000-0003-0947-7983
Abstract
Dynamic development of the Internet and electronic devices favours also its use in the marketing activityof 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 Internet as a channel of communication and distribution with Gen Y consumers. The authors characterize state and use of IT technology by the producers and consumers, present opinions of the young consumers concerning the use of Internet. Territorial scope of research concerns the regions within the border area of Poland, Czech Republic and Slovakia. We used in this research, sources of information in a form of domestic and foreign literature of the subject, available statistics illustrating analysed phenomena, as well as our own polls concerning the analysed issue. Survey was carried out in 2013 and 2014, among Generation Y consumers, coming from the border area of Czech Republic, Poland and Slovakia.
Keywords:
Generation Y, marketing communication, e-commerce, Poland, Czech Republic and Slovakia, social media, social networkingReferences
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