Monika Skorek

Trendy konsumpcjonizmu 3.0 i ich wpływ na kształtowanie wirtualnej wspólnoty wokół marek – przypadek marki Nutella

The article attempts to describe the existing trends which led to the built-up of the phenomenon of consumerism 3.0. It was demonstrated that as a result of new tendencies of consumer behaviour, companies, adapting their methods of reaching and servicing the customer to the market, had started to use brand communities in order to manage their own brands. That is why, the article uses a description of research conducted by an international team on the virtual Nutella brand community and indicates the potential advantages ensuing from such cooperation with the customer for the company.

Wykorzystanie wspólnot konsumenckich do kreowania zrównoważonej konsumpcji

The paper presents an explanation of the essence of creation of consumer communities that have been developing for several years on the marketing market. A hypothesis was made that says that the mechanism of interdependence existing in the consumer community can be used to create sustainable consumption on the market. The method of literature study was used in the article. In the introduction it was proved that regardless of whether a community is formed independently around the brand or not, its existence is initiated by a company and its members interact by providing one another with the patterns of consumption. The reasons for consumers’ belonging to communities around the brand were described. The presented literature analysis revealed that the appropriate management of the community around the brand can serve the company to create a sustainable product consumption.

Value in shopping experiences in the perception of Polish consumers

The purpose of this paper is to identify the types of value that arise in the shopping context and the factors that determine it, as well as to present consumer attitudes towards the value generated by experiential marketing activities. The paper presents the results of five focus group interviews, during which typical shopping experiences and examples of experience shopping environment were discussed. The results show that during ordinary shopping activities participants of the study focused mainly on utilitarian aspects of value (e.g., price and time). While they clearly appreciated the entertainment and intellectual value provided by experiential marketing, they judged its potential to be rather a one-time event than a part of their regular shopping activity. This suggests that for Polish consumers receiving the basic utilitarian value during their shopping experiences is preferable to memorable experiences unless they become emotionally involved.