Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/178884
Authors: 
Barska, Anetta
Śnihur, Janusz
Year of Publication: 
2015
Citation: 
[Journal:] Economic and Environmental Studies (E&ES) [ISSN:] 2081-8319 [Volume:] 15 [Year:] 2015 [Issue:] 2 [Pages:] 189-209
Abstract: 
Dynamic development of the Internet and electronic devices favours also its use in the marketing activity of enterprises what manifests itself in dynamic development of e-commerce or the use of the Internet for communication. Aim of this article is to evaluate the possibility of using Internet in the marketing activities oriented towards Gen Y consumers. The authors of this article focused on using Internet as a channel of communication and distribution with Gen Y consumers. The authors characterize state and use of IT technology by the producers and consumers, present opinions of the young consumers concerning the use of Internet. Territorial scope of research concerns the regions within the border area of Poland, Czech Republic and Slovakia. We used in this research, sources of information in a form of domestic and foreign literature of the subject, available statistics illustrating analysed phenomena, as well as our own polls concerning the analysed issue. Survey was carried out in 2013 and 2014, among Generation Y consumers, coming from the border area of Czech Republic, Poland and Slovakia.
Subjects: 
Generation Y
Internet
marketing communication
e-commerce
Poland
Czech Republic and Slovakia
Internet
social media
social networking
JEL: 
M30
D01
M15
Document Type: 
Article

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