MEDIA CONVERGENCE AS A HALLMARK OF MODERN MARKETING COMMUNICATION
New information and communication techniques constantly change people's lives and the way in which consumers acquire new knowledge, conduct commercial transactions, the way they work and how they spend their free time. Virtual reality has become a real place of their residence. The aim of this...
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| Format: | Article |
| Language: | English |
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Wydawnictwo SGGW - Warsaw University of Life Sciences Press
2013-12-01
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| Series: | Polityki Europejskie, Finanse i Marketing |
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| Online Access: | https://pefim.sggw.edu.pl/article/view/1347 |
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| _version_ | 1832557194828054528 |
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| author | Ewa Badzińska |
| author_facet | Ewa Badzińska |
| author_sort | Ewa Badzińska |
| collection | DOAJ |
| description | New information and communication techniques constantly change people's lives and the way in which consumers acquire new knowledge, conduct commercial transactions, the way they work and how they spend their free time. Virtual reality has become a real place of their residence. The aim of this study is to characterize new media from the perspective of convergence, where old and new media complement each other and interact in order to most effectively reach recipients with their message. The special role of the development of "cultural convergence" and "culture of participation" in the creation of social networking and marketing communications has been emphasized. This paper is of research and analytical character. |
| format | Article |
| id | doaj-art-bf66d589bd854be4934b5c0bda8829f1 |
| institution | Kabale University |
| issn | 2081-3430 2544-0640 |
| language | English |
| publishDate | 2013-12-01 |
| publisher | Wydawnictwo SGGW - Warsaw University of Life Sciences Press |
| record_format | Article |
| series | Polityki Europejskie, Finanse i Marketing |
| spelling | doaj-art-bf66d589bd854be4934b5c0bda8829f12025-02-03T05:41:08ZengWydawnictwo SGGW - Warsaw University of Life Sciences PressPolityki Europejskie, Finanse i Marketing2081-34302544-06402013-12-0110(59)MEDIA CONVERGENCE AS A HALLMARK OF MODERN MARKETING COMMUNICATIONEwa Badzińska0Politechnika Poznańska, Wydział Inżynierii Zarządzania, Katedra Nauk EkonomicznychNew information and communication techniques constantly change people's lives and the way in which consumers acquire new knowledge, conduct commercial transactions, the way they work and how they spend their free time. Virtual reality has become a real place of their residence. The aim of this study is to characterize new media from the perspective of convergence, where old and new media complement each other and interact in order to most effectively reach recipients with their message. The special role of the development of "cultural convergence" and "culture of participation" in the creation of social networking and marketing communications has been emphasized. This paper is of research and analytical character.https://pefim.sggw.edu.pl/article/view/1347convergencenew mediamarketing communications |
| spellingShingle | Ewa Badzińska MEDIA CONVERGENCE AS A HALLMARK OF MODERN MARKETING COMMUNICATION Polityki Europejskie, Finanse i Marketing convergence new media marketing communications |
| title | MEDIA CONVERGENCE AS A HALLMARK OF MODERN MARKETING COMMUNICATION |
| title_full | MEDIA CONVERGENCE AS A HALLMARK OF MODERN MARKETING COMMUNICATION |
| title_fullStr | MEDIA CONVERGENCE AS A HALLMARK OF MODERN MARKETING COMMUNICATION |
| title_full_unstemmed | MEDIA CONVERGENCE AS A HALLMARK OF MODERN MARKETING COMMUNICATION |
| title_short | MEDIA CONVERGENCE AS A HALLMARK OF MODERN MARKETING COMMUNICATION |
| title_sort | media convergence as a hallmark of modern marketing communication |
| topic | convergence new media marketing communications |
| url | https://pefim.sggw.edu.pl/article/view/1347 |
| work_keys_str_mv | AT ewabadzinska mediaconvergenceasahallmarkofmodernmarketingcommunication |