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Author(s): Mária Holienčinová, Ingrida Košičiarová, Zdenka Kádeková, Ľudmila Nagyová, Tomáš Holota

Title: Consumer Behaviour Consequences within the Online Environment in Context of Multiscreen

Source: International Scientific Days 2018 :: Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems :: Proceedings

ISBN: 978-80-7598-180-6


Publisher: Wolters Kluwer ČR, Prague

PY, pages: 2018, 330-343

Published on-line: 2018-11-09

Language: eng

Abstract: The interaction of consumers and marketers within the Web environment, particularly for purchasing is a growing area of importance. The expansion of the online environment and its gradual integration into ordinary people's lives caused that businesses have moved their marketing activities into the Internet or digital sphere. Nowadays people are able to catch more information from more than one screen at the same time. This phenomenon is called as “multiscreening”.When marketers think of multiscreening, they often see it is a new challenge or obstacle. It unlocks the golden age of digital advertising. It is interesting mainly for online campaigns. Business online communication and its impact on consumers can therefore be considered as the current topic to be addressed. Presented paper deals with a comprehensive review of multiscreen marketing opportunities. The purpose of this paper is to evaluate the marketing communication in online environment as well as its effects on consumer behaviour. To fulfill the aim of this paper, marketing research was conducted (a total of 338 respondents were involved). The results showed that it is extremely relevant in today's digital era that businesses make use of the opportunities of the online environment and benefit from the advantages they offer.

Keywords: consumer behaviour, device, multiscreen, online environment

JEL Classification: M31, M39

Rights:Open Access :: Creative Commons BY-NC-SA 4.0 International Licence
Creative Commons License
Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International Licence.