Małgorzata Budzanowska-Drzewiecka

Assessment of Informal Sources of Information on The Internet When Making Purchasing Decisions by Young Consumers

The study presents the results of a research aimed to determine the assessment of informal sources of information on the Internet by young consumers (aged 15 to 24 years). The swomystematization of literature regarding the search for information made it possible to identify the variables which were used as evaluation factors. The research shows that gender, the extent of the use of the Internet to search for information in the process of purchasing, and the prior use of informal sources diversify this assessment. This, however, is connected with the impact of a particular source on purchasing decisions.
 

The objective of this paper is to analyze the impact of the country-of-origin on product evaluation and purchase intention among young adults (students), using an experimental approach.
The study explored the effects of two sub-components of COO with three countries (homeland – Poland; foreign: Italy and Romania), for two products: highly involving (washing machine) and low involving (chocolate).
Findings suggest that the COO (sub-components) is a factor differentiating the respondents’ choices and confirm the legitimacy of the study of the impact of COO in the case of the differentiated products.

The article focuses on identifying shopping intention within e-commerce and m-commerce among Polish young consumers (aged 15−24 years) and personal factors (attitude and gender) which differentiate it. Based on surveys carried out among 383 students from Kraków, the authors collected data which were statistically analysed (ANOVA). The results show a greater propensity to make a purchase by young consumers in the context of e-commerce. The intention to do shopping online (e-commerce and m-commerce) is dependent on the attitude towards these channels. Gender, on the other hand, differentiates only variables related to e-commerce.

The paper aims to systematise the modifications within the concept of integrated marketing com­munication, resulting from the usage of social media in the companies’ communication practic­es. Based on the literature review, the current challenges of integrating social media into market­ing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communi­cation through the evolving social media and the theoretical discussion on the conceptual frame­work of integrated marketing communication.

JEL: M37, M31