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

Abstract

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.

Keywords

• consumerism 3.0
• brand community
• experience