POMIAR ZAANGAŻOWANIA WOBEC MARKI W MEDIACH SPOŁECZNOŚCIOWYCH – UJĘCIE MODELOWE
INVOLVEMENT TOWARDS BRAND IN SOCIAL MEDIA – MODEL’S APPROACH

Summary/Abstract: The article is aimed at identifying variables used to measure involvement towards the brand in social media. Text describes the potential of social media in the scope to intensify the involvement of consumers in brand communication activities. Presented complex nature of the phenomenon of involvement that on the basis of the theory and practice of social media is subject to over-simplification. The article contains model’s approach to measure involvement to the brand in social media.

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