| dc.description.abstract | Paper aims to diagnose the role and position of reputation in communication strategies of
contemporary enterprises together with pointing out certain solutions on the one hand, and to
present the role of consumer social networks, often exploited by enterprises for more or less
manipulative marketing actions. The analysis revealed, that reputation became both benchmark for
different relations of social and economic actors, concerning exchange of information, opinions
and expectations, and also played the role of controller of those mutual relations. Consistent
reacting to expectations of important groups from institutional environment through the means of
CSR rules seems, as practice proves, the best tool to build reputation of an enterprise. However, it
is possible only on the condition that public declarations and voluntary commitments are fulfilled.
This is because social perception, basing on real, not declarative, practices, the most important
factor determining reputation. Text tries to prove that social responsibility of an enterprise,
incorporated in marketing communication strategies together with unassignable and precious
social and ethical motives, might be also used for legitimisation procedures, used mainly by big
companies, for whom reputation and positive image might often have greater value than short term
profits.
On the other hand, the logics of contemporary Communications marketing, especially
network one, demands appeal not only to features of goods and services in customer relations, but
also appealing to their emotions and ethical consciousness. This way, fulfilling principles of CSR
codes, mainly marketing goals are achieved, through manipulation of affections of customers and
their broken dreams, and their inclination to overvalue business relations elaborated on the basis of
confidentiality, trust and individual treatment. From the perspective of Communications marketing
strategies applied by a company the client starts to play variety of roles: of adviser, expert, critic or
advertiser of a company activities, and, as a result, the role o trustworthy business partner, bringing
profit to numerous companies (image, reputation, trust), promoting the enterprises and their
products among the other members of consumer community. On each step of those basic stages of
creating and maintaining Internet consumer community might occur and often occurs manipulation
of emotion, motivations and needs of clients. | pl_PL |
