Logo PTI
Polish Information Processing Society
Logo FedCSIS

Annals of Computer Science and Information Systems, Volume 8

Proceedings of the 2016 Federated Conference on Computer Science and Information Systems

Aspects of Mobility in e-Marketing from the Perspective of a Customer


DOI: http://dx.doi.org/10.15439/2016F112

Citation: Proceedings of the 2016 Federated Conference on Computer Science and Information Systems, M. Ganzha, L. Maciaszek, M. Paprzycki (eds). ACSIS, Vol. 8, pages 13291333 ()

Full text

Abstract. The main aim of this article is to analyze the use of marketing mechanisms on the Internet. To meet this objective, the authors conducted a study limited to a selected group of individual users - students of the University of Warsaw. The paper presents the characteristics of the application of marketing tools as well as the users' opinion on the usefulness of these tools in broadly defined e-commerce. The article also presents the discussion and the findings of the present study.


  1. Bernauer D., Mobile Internet - Grundlagen, Erfolgsfaktoren und Praxisbeispie-le. Vdm Verlag Dr. Müller.; 2008.
  2. Chmielarz W., Marketing w sieci, Chapter 3 in: Systemy elektronicznego biznesu, Difin, Warszawa, 2007, pp.139-168.
  3. Chmielarz W., Study of Smartphones Usage from the Customer’s Point of View, Procedia Computer Science, Elsevier, Vol. 65, 2015, pp. 1085-1094, http://dx.doi.org/10.1016/j.procs.2015.09.045.
  4. Gao T., Sultan F., Rohm A. J., Factors influencing Chinese youth consumers’ acceptance of mobile marketing, Journal of Consumer Marketing 27/7, 2010, pp. 574-583, http://dx.doi.org/10.1108/07363761011086326.
  5. Hasan J., Analysis of E-marketing Strategies, Studia commercialia Bratislavensia, Volume 4; Number 14 (2/2011), 2011, pp. 201-208, http://dx.doi.org/10.2478/v10151-011-0006-z.
  6. Hovancakova D., Mobile Marketing, Studia commercialia Bratislaven- sia, Volume 4; Number 14 (2/2011), 2011, pp. 211-225, http://dx.doi.org/10.2478/v10151-011-0007-y.
  7. IAB, http://iab.org.pl/badania-i-publikacje/raport-iabpwc-adex-2015-q1, accessed 2016-04-11.
  8. InternetStandard, http://www.internetstandard.pl/news/401894/Reklama.online.dominuje.rynek.html(eklamaonlinedominujerynek), accessed 2016-04-10.
  9. Kiba-Janiak M., The Use of Mobile Phones by Customers in Retail Stores: a Case of Poland, Economics & Sociology, Vol. 7, No 1, 2014, pp. 116-130, http://dx.doi.org/10.14254/2071-789X.2014/7-1/11.
  10. Meng X., Developing Model of E-commerce E-marketing, Proceed- ings of the 2009 International Symposium on Information Processing (ISIP’09), Huangshan, P. R. China, August 21-23, 2009, pp. 225-228.
  11. Roach G., Consumer perceptions of mobile phone marketing a direct marketing innovation, Direct Marketing An International Journal Vol. 3 No. 2, 2009, pp. 124-138, http://dx.doi.org/10.1108/17505930910964786.
  12. Salo J., Sinisalo J., Karjaluto H., Intentionally developed business network for mobile marketing: a case study from Finland, Journal of Business & Industrial Marketing 23/7, 2008, pp.497-506, http://dx.doi.org/10.1108/08858620810901257.
  13. Sun S., Innovation Mode and Strategy Research on Small and Medium- sized Enterprise E-marketing in Post Financing Crisis, Contemporary Logistics 04, 2011, p. 13.
  14. Świerczyńska-Kaczor U., e-Marketing przedsiębiorstwa w społeczności wirtualnej, Difin, Warszawa, 2012.
  15. Wielki J., Relacje organizacji z jej klientami, Chapter 2.2.2., in: Modele wpływu przestrzeni elektronicznej na organizacje gospodarcze, Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu, Wrocław, 2012, pp. 87-104.