Efekty wykorzystania konwergencji mediów społecznych i mobilnych w marketingu. Studium badawcze
Effects of Convergence of Mobile and Social Media in Marketing – a Research Study

Summary/Abstract: The article presents the current situation on the market of social and mobile mediain the context of marketing activities of Polish enterprises. The discussion focused onthe search for the effects of the convergence of both media. In pursuit of gaining thepurpose there are presented independent the premises of mobile and social media usagein marketing and ways how to use them. The convergence of the two categories of mediahas been shown in the case study and analysis of the survey results from the perspectiveof the consumer and enterprise in marketing communication. This article is partof a project funded by the National Science Centre awarded based on the decision numberDEC-2011/03/B/HS4/04291

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