Kapitał marki w mediach społecznościowych. Perspektywa konsumenta
| dc.contributor.author | Karpinska-Krakowiak, Malgorzata | |
| dc.date.accessioned | 2021-05-05T12:45:17Z | |
| dc.date.available | 2021-05-05T12:45:17Z | |
| dc.date.issued | 2018 | |
| dc.identifier.citation | Karpińska-Krakowiak M., Kapitał marki w mediach społecznościowych. Perspektywa konsumenta, WUŁ, Łódź 2018, https://doi.org/10.18778/8142-281-9 | pl_PL |
| dc.identifier.isbn | 978-83-8142-281-9 | |
| dc.identifier.uri | http://hdl.handle.net/11089/35349 | |
| dc.description.abstract | Media społecznościowe są wykorzystywane w komunikacji marketingowej firm już od kilkunastu lat. Nadal jednak brakuje naukowych opracowań na temat zależności pomiędzy działalnością marek w środowisku cyfrowym a zachowaniem konsumentów. Dlatego głównym celem badań przedstawionych w tej publikacji była ocena możliwości budowania kapitału marek w mediach społecznościowych oraz określenie roli różnych czynników psychologicznych w tym procesie. W ramach poszczególnych działań badawczych autorka przeanalizowała współczesne kampanie komunikacji marketingowej w mediach społecznościowych i na tej podstawie zaproponowała nową kategoryzację przekazów. Następnie zbadała eksperymentalnie, jaki przekaz i jakie predyspozycje konsumenckie sprzyjają tworzeniu kapitału marki, a także przetestowała, jak sam kapitał może wpływać na responsywność użytkowników Internetu. Wyniki opisanych tu badań ułatwiają prognozowanie skuteczności komunikacji marketingowej w mediach społecznościowych i mogą być użyteczne zarówno dla naukowców, jak i przedsiębiorców, pracowników agencji reklamowych czy domów mediowych. | pl_PL |
| dc.language.iso | pl | pl_PL |
| dc.publisher | Wydawnictwo Uniwersytetu Łódzkiego | pl_PL |
| dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 Międzynarodowe | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
| dc.subject | kapitał marki | pl_PL |
| dc.subject | media społecznościowe w biznesie | pl_PL |
| dc.subject | konsument | pl_PL |
| dc.subject | marketing w mediach | pl_PL |
| dc.subject | komunikacja marketingowa | pl_PL |
| dc.title | Kapitał marki w mediach społecznościowych. Perspektywa konsumenta | pl_PL |
| dc.type | Book | pl_PL |
| dc.page.number | 175 | pl_PL |
| dc.contributor.authorAffiliation | Uniwersytet Łódzki, Wydział Studiów Międzynarodowych i Politologicznych, Katedra Marketingu Międzynarodowego i Dystrybucji | pl_PL |
| dc.identifier.eisbn | 978-83-8142-282-6 | |
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| dc.identifier.doi | 10.18778/8142-281-9 |
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