Title: Marketing communication in hypermedia computer-mediated environments vs the paradigm of a network society

Authors: Jan W. Wiktor

Addresses: Marketing Department, Faculty of Management, Cracow University of Economics, ul. Rakowicka 27, 31-510 Cracow, Poland

Abstract: The paper presents the author's reflections on marketing communication systems in the environment of a network society, focusing on three significant aspects. Firstly, they refer to the marketing communication model in a hypermedia computer-mediated environment and its characteristics in the conditions of an information society. Secondly, they address the issue of the changing role of recipients in the system of online marketing communication. These changes are best characterised by the term 'com-sumer' - a recipient of messages who actively and constantly seeks online information, and who is able to process, evaluate, use and communicate this information to other recipients via global communication networks. The third aspect relates to the divergence of online marketing communication instruments and their possible classifications. They combine the expectations of the senders and recipients of information, who are the participants of the marketing communication process in a hypermedia computer-mediated environment - the distinguishing factor and symbol of a network and information society.

Keywords: marketing communication; online communications; network society; com-sumer; hypermedia; computer-mediated environment; information society; online marketing.

DOI: 10.1504/IJBG.2016.078829

International Journal of Business and Globalisation, 2016 Vol.17 No.3, pp.287 - 298

Received: 01 May 2015
Accepted: 28 Jul 2015
Published online: 03 Sep 2016 *

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