The Significance and Evaluation of Selected Online Communication Tools – A Comparative Analysis of Young Consumers from Poland, Croatia and China
Purpose: The main goal of the article is to verify the significance of and evaluate selected online communication tools among young people in three culturally and technologically different countries – Poland, Croatia and China. Design/methodology/approach: The research was conducted using a paper...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego
2021-04-01
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| Series: | Problemy Zarządzania |
| Subjects: | |
| Online Access: | https://pz.wz.uw.edu.pl/resources/html/article/details?id=217793 |
| _version_ | 1811183759916007424 |
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| author | Magdalena Kowalska Martyna Kostrzewska Kristina Petljak |
| author_facet | Magdalena Kowalska Martyna Kostrzewska Kristina Petljak |
| author_sort | Magdalena Kowalska |
| collection | DOAJ |
| description | Purpose: The main goal of the article is to verify the significance of and evaluate selected online
communication tools among young people in three culturally and technologically different countries –
Poland, Croatia and China.
Design/methodology/approach: The research was conducted using a paper survey questionnaire and
CATI methods, on the research sample N=2199, in three countries: Poland (N=502), Croatia (N=955)
and China (N=742). The study analyzed selected online tools classified into five groups regarding: 1.the
value and convenience for the customer, 2. security and trust, 3. consumer service, 4. belonging and
engagement, 5. added value. The tools qualified for each of the groups have been tested in terms of
weight and assessment of their importance for a group of young people.
Findings: The obtained results indicate which of the online communication methods are, in the opinion
of young people, the most important and thus the most expected by this segment of customers.
Research limitations/implications: The limitation of the research is that it was conducted among representatives
of the narrowed territory of the studied countries, hence the results obtained may be characteristic of these parts of Poland, Croatia and China. The findings are a valuable source of knowledge
for practical implications for companies operating in the segment of young consumers allowing to select
the best online communication tools with these clients in Poland, Croatia and China.
Originality/value: Digital marketing brings many new possibilities of communication with clients for
enterprises; however, for success, it is important to correctly match the online tools to the target group.
The conducted research allowed prioritizing the importance of individual online communication tools
in the process of creating relationships with young consumers in each of the analyzed countries. The
classification of tools for building relationships at the behavioral and affective levels was original in the
study. Moreover, the comparison of research results obtained from culturally and technologically diverse
countries is of great value for the studied area. |
| first_indexed | 2024-04-11T09:51:16Z |
| format | Article |
| id | doaj.art-e5a942e55c3949f5a1558c6c26340bf0 |
| institution | Directory Open Access Journal |
| issn | 1644-9584 2300-8792 |
| language | English |
| last_indexed | 2024-04-11T09:51:16Z |
| publishDate | 2021-04-01 |
| publisher | Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego |
| record_format | Article |
| series | Problemy Zarządzania |
| spelling | doaj.art-e5a942e55c3949f5a1558c6c26340bf02022-12-22T04:30:47ZengWydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu WarszawskiegoProblemy Zarządzania1644-95842300-87922021-04-01191(91)91107https://doi.org/10.7172/1644-9584.91.7The Significance and Evaluation of Selected Online Communication Tools – A Comparative Analysis of Young Consumers from Poland, Croatia and ChinaMagdalena Kowalska0https://orcid.org/0000-0001-9386-7110Martyna Kostrzewska1https://orcid.org/0000-0003-3733-5763Kristina Petljak2https://orcid.org/0000-0002-5785-1928Faculty of Management, University of SzczecinFaculty of Management, University of SzczecinFaculty of Economics and Business Zagreb, University of ZagrebPurpose: The main goal of the article is to verify the significance of and evaluate selected online communication tools among young people in three culturally and technologically different countries – Poland, Croatia and China. Design/methodology/approach: The research was conducted using a paper survey questionnaire and CATI methods, on the research sample N=2199, in three countries: Poland (N=502), Croatia (N=955) and China (N=742). The study analyzed selected online tools classified into five groups regarding: 1.the value and convenience for the customer, 2. security and trust, 3. consumer service, 4. belonging and engagement, 5. added value. The tools qualified for each of the groups have been tested in terms of weight and assessment of their importance for a group of young people. Findings: The obtained results indicate which of the online communication methods are, in the opinion of young people, the most important and thus the most expected by this segment of customers. Research limitations/implications: The limitation of the research is that it was conducted among representatives of the narrowed territory of the studied countries, hence the results obtained may be characteristic of these parts of Poland, Croatia and China. The findings are a valuable source of knowledge for practical implications for companies operating in the segment of young consumers allowing to select the best online communication tools with these clients in Poland, Croatia and China. Originality/value: Digital marketing brings many new possibilities of communication with clients for enterprises; however, for success, it is important to correctly match the online tools to the target group. The conducted research allowed prioritizing the importance of individual online communication tools in the process of creating relationships with young consumers in each of the analyzed countries. The classification of tools for building relationships at the behavioral and affective levels was original in the study. Moreover, the comparison of research results obtained from culturally and technologically diverse countries is of great value for the studied area.https://pz.wz.uw.edu.pl/resources/html/article/details?id=217793young consumersdigital marketingonline communication toolsonline relationship |
| spellingShingle | Magdalena Kowalska Martyna Kostrzewska Kristina Petljak The Significance and Evaluation of Selected Online Communication Tools – A Comparative Analysis of Young Consumers from Poland, Croatia and China Problemy Zarządzania young consumers digital marketing online communication tools online relationship |
| title | The Significance and Evaluation of Selected Online Communication Tools – A Comparative Analysis of Young Consumers from Poland, Croatia and China |
| title_full | The Significance and Evaluation of Selected Online Communication Tools – A Comparative Analysis of Young Consumers from Poland, Croatia and China |
| title_fullStr | The Significance and Evaluation of Selected Online Communication Tools – A Comparative Analysis of Young Consumers from Poland, Croatia and China |
| title_full_unstemmed | The Significance and Evaluation of Selected Online Communication Tools – A Comparative Analysis of Young Consumers from Poland, Croatia and China |
| title_short | The Significance and Evaluation of Selected Online Communication Tools – A Comparative Analysis of Young Consumers from Poland, Croatia and China |
| title_sort | significance and evaluation of selected online communication tools a comparative analysis of young consumers from poland croatia and china |
| topic | young consumers digital marketing online communication tools online relationship |
| url | https://pz.wz.uw.edu.pl/resources/html/article/details?id=217793 |
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