SHIFTS IN MARKET EXCHANGE TRANSACTIONS IN THE NOWADAYS MARKETING

الملخص

The paper deals with shifts in the nature of market exchange transactions caused by the emergence of virtual market, and empowered by the new generation of internet allowing for multi-channel interactions between providers of products and services and their consumers. In particular, the digital technology enabled an active engagement of consumers within the virtual market. As a result, consumers have adopted new roles of co-creators, communicators and providers discovering possibilities of the alternative forms of market exchange transactions especially within the sharing economy practices. This led to the parallel use of several market exchange modes, including C2C and C2B. The hybridization of economy with an increased role of consumers suggests an overwhelming trend in the nowadays marketing significantly changing the nature of current market exchange transactions.

https://doi.org/10.24897/acn.64.68.603