Social environment is doing social shaping of individual through his behavior and attitudes, as well as through information process and communication network, created between consumers themselves, in their purchase decision process, use of the product, and aftersale evaluation. Business globalisatiopn process and information tehnology have become parameters of market performance, thus enabling aplication of marketing principles. Further more they are bringing with them a whole set of hew elements, which can shift business deciosions. Comunication with and within business environment trough consumers social network in retail is a framework for influencing consumers decisions at the purchasing point. These networks, in adittion, are giving insight in available methods for influencing changes in consumer behavior.
Božidar Roca and Ružica Žnideršić. "Comunication Effects In Retail Through Consumers Social Network." Montenegrin Journal of Economics. vol. 4, no. 7, 2008, p. 29-33
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