Sustainable Activity of Cultural Service Consumers in Social Media - Influence on the Brand Capital of Cultural Institutions

• DOI: 10.20944/preprints201809.0320.v1
• Publication Date: 2018-09-19T23:38:21Z
• Authors: Łukasz Wróblewski; Katarzyna Bilińsk...; Mateusz Grzesiak
• Keywords: marketing; 0502 economics and business; 05 social sciences; 12. Responsible consumption

In the second decade of 21st century, social media changed nature communication and cooperation between participants culture services market. They became, among other things, an important marketing instrument in area contact with customers cultural offer. However, despite their growing importance various areas activity organisations sector, issue building institution's brand equity by users is relatively seldom raised. Research on impact online consumer at early stage development. Therefore, this article attempt to fill research gap area. The presents results a survey conducted 2018 group 1021 consumers services, who same time regularly used media. statistical analysis carried out obtained prove that 3C sustainable system developed authors, concerning media, stimulates consumer-based (CBBE). Statistically significant relations have been observed particular for CBBE components related awareness relationship perception its quality. study opens review literature Next, based COBRA model (consumer's brand-related activities), proposal system, has presented. further part hypotheses, conceptual model, methodology as well conclusions. last discusses indicates existing management implications.