Abstract:

This paper is dedicated to the acceptance rate of the various forms of electronic communication from the perspective of specific segment (students) communicating on the Internet. The theoretical part deals with the definitions of communication, which consists of verbal and nonverbal communication, as well as various forms of electronic communication, which is an interactive, non-interactive and combined communication. Main part of paper includes implementation of quantitative marketing research to gather information on the frequency of communication on the Internet and preferences of various forms of electronic communication form student’s point of view. In the conclusions we will determine the degree of acceptance of various forms of electronic communication that is used by the specific segment – students.

Keywords:

Electronic communication, forms of communication, degree of acceptance, segmentation, student’s communication.