The evolution of the role of forms of marketing communication in influencing consumers’ shopping behavior (based on surveys in 1995–2018)

The purpose of the article is to present the extent to which consumers use modern and traditional forms of marketing communication about the market offer, depending on the characteristics of these consumers, as wellas to recognize the attitudes and market behavior of consumers under the influence these forms ofcommunication, with particular emphasis on online advertising and social media. The basis of the analyzes are theresults of the own, nationwide, surveys carried out in 1995, 2001 and 2017/2018. The importance of online information sources in influencing consumer behavior has grown dynamically, but the role of reference groups asa source of information … Czytaj więcej »