E-WOM - findings from the creative industries in Poland

The aim of this paper is to identify and analyze the forms of electronic Word-Of- Mouth that creative entrepreneurs engage in. Their roles in informal communications process stimulation are also discussed. Since in the academic literature informal communications process is investigated mainly from consumer's perspective, the authors focused on the role of entrepreneur. The paper presents results of research study of a group of creative start-ups, participating in the project "Entrepreneurship in creative industries".