Contemporary Consumer and Impersonal Electronic Communication

Savremeni potrošač i elektronska interpersonalna komunikacija

Dražen Marić,

Jelena Jevtić,

Nikola Paskaš,

Ružica Kovač Žnideršić,

Zorjana Kanjuga

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Issue:

48/3

DOI number:

UDK 339.138:004.773.3

JEL classification:

M31, Z13

Abstract

Application of contemporary marketing concepts and methods imposes itself on companies in terms of their survival, growth and development. The current market environment is characterized by pronounced dynamism of changes, which can be primarily observed through technological progress and altered consumer behaviour. Consumers are nowadays highly sceptic towards all forms of companies’ marketing messages, and therefore increasingly turn to other, so-called non-commercial information sources, above all friends and family, with whom they have highly intensive interpersonal commu-nication, which decisively impacts their attitudes towards companies, brands, products and services. On the other hand, the development of new technologies, primarily information and communication technologies, has facilitated consumers’ mutual contacts and exchange of consumer experiences about all aspects of their lives, most of all, products and services that they have purchased and used. For these reasons, companies are faced with serious problems of effectives and efficiency of their marketing activities, primarily promotional ones. The central point to which companies’ marketing efforts are directed, making purchase decision that determines business success and survival on the market, is decreasingly under the control of companies, and increasingly under the influence of other consumers and their impressions, comments, and recommendations through interpersonal word-of-mouth communication. The aim of this paper is to present the phenomenon of electronic interpersonal consumer communication, its causes and effects on consumer behaviour on the market of the Republic of Serbia, and thus point to further avenues of its research, as well as possible practical solutions of the problem of efficiency and effectiveness of companies’ marketing activities.

Apstrakt

Primena savremenih koncepata i metoda marketinga nameće se kao imperativ pred preduzeća u smislu njihovog opstanka, rasta i razvoja. Aktuelni tržišni ambijent, karakteriše izraziti dinamizam promena koje se primarno mogu posmatrati kroz tehnlološki progres i izmenjeno potrošačko ponašanje. Potrošači su danas veoma skeptični prema svim oblicima marketing poruka preduzeća, pa se stoga sve više okreću ka drugim tzv. nekomercijalnim izvorima informacija, pre svih, prijateljima i porodici sa kojima imaju veoma intenzivnu interpersonalnu komunikaciju koja opredeljujuće utiče na njihove stavove prema preduzećima, brendovima, proizvodima i uslugama. Sa druge strane, razvoj novih tehnologija, pre svega, informatičke i komunikacione, olakšao je potrošačima međusobne kontakte i razmene potrošačkih iskustava o svim aspektima njihovog života, najviše o proizvodima i uslugama koje su kupili - koristili. Iz ovih razloga, preduzeća se suočavaju sa ozbiljnim problemima efektivnosti i efikasnosti svojih realizovanih marketing, pre svega promotivnih, aktivnosti. Centralna tačka na koju je usmeren marketing napor preduzeća, a to je donošenje odluke o kupovini koja određuje poslovni uspeh i opstanak na tržištu, sve manje biva pod kontrolom preduzeća, a sve više pod uticajem drugih potrošača i njihovih utisaka, komentara, preporuka, kroz interpersonalnu komunikaciju ‚od usta do usta‘. Cilj rada je da prikaže fenomen potrošačke elektronske interpersonalne komunikacije, uzroke i efekte iste na potrošako ponašanje na tržištu Republike Srbije, i na taj način ukaže na dalje pravce njenog istraživanja i na moguća praktična rešenja problema efikasnosti i efektivnosti marketing aktivnosti preduzeća.

References

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