ANALIZA POSTAW INTERNAUTÓW WOBEC MARKI W MEDIACH SPOŁECZNOŚCIOWYCH
ANALYSIS OF ATTITUDES OF INTERNET USERS TOWARDS THE BRAND IN SOCIAL MEDIA
Author(s): Magdalena Brzozowska-WośSubject(s): Economy, Sociology, Social Informatics, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: social media; internet users; brand image; content analysis;
Summary/Abstract: The aim of this paper is to present the role played by social media and internet users comments on shaping the image of the brand among users of the network. The paper also presents the results of observation of the activity of Polish internet users regarding one of the Polish food brands. Network users put on the internet a variety of content linked directly or indirectly with brands. The task of the organization, as in the case of other media, is to stimulate the interest in the brand and constant monitoring of its image in the appearing content.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 41 (1)
- Page Range: 67-79
- Page Count: 13
- Language: Polish
