Information and Communication Technologies and the Internet in particular, already integral elements of marketing, are fundamentally transforming the market dynamics and add new parameters to the marketing environment. The rapid adoption of a new generation of online applications known as Social Media (or Web 2.0) resulted in a new breed of powerful, sophisticated, empowered customers increasin...

The media landscape has dramatically changed over the past decade, with traditional media (e.g., newspapers, television) now supplemented by social media (e.g., blogs, discussion forums). This new media landscape is not well understood with respect to (i) the joint impacts of traditional and social media on marketing performance (e.g., sales), (ii) how these media types influence each other, an...

Purpose To investigate whether the Polish Marshal Offices use instruments for social media marketing activities in the field of health promotion. Methodology 14 Polish Marshal Offices participated. The Computer-Assisted Web Interview and Computer-Assisted Telephone Interview were used along with a proprietary questionnaire. Standard statistical methods were employed. Findings The number of ...

A Web-based hybrid intelligent system, WebIntegrated (developed by the authors), for developing blended e-marketing, mobile marketing and social media marketing strategies is reported in this paper. The concepts, software system and associated elements or components are presented. A brief demonstration of the data entries and outputs are also provided.

Social network sites (SNSs) have attracted millions of users who interact with each other and with companies. However, few studies have examined the impact of knowledge sharing through electronic word of mouth (eWOM) in the context of SNSs. This paper investigates the relationship among the use of SNSs, users’ social capital, knowledge sharing, and eWOM. The results show that the intensity of u...

Pharmaceutical companies have been forced to change their approach to selling over-the-counter (OTC) medicines because of the increased pressure on sales margins. The development of Web 2.0, Web 3.0, and social media technologies allow low-cost online marketing, including e-commerce. An organisational adaptation has to cope with the changes in the OTC drug market is required because of the wide...

The rapid proliferation of social media networks has presented a platform of opportunities for the distribution of digital products and related applications. This is commonly known as wordof-mouth or viral marketing and intuitively fits the requirements of digital goods in that consumption, authentication and opinions are communal. In this short paper, we point out the efficacy of the phenomeno...