Social Media Marketing jako narzędzie kształtowania wizerunku marki. Analiza porównawcza komunikacji na profilach costacoffeepolska i deseo_patisserie na Instagramie
Social Media Marketing as a Brand Image-Shaping Tool: A Comparative Analysis of Communication on the Costacoffeepolska and Deseo_Patisserie Instagram Profiles

Summary/Abstract: The main topic of this article is the use of Social Media Marketing (SMM) as a tool for shaping brand image. The aim of this study is to identify key elements of companies’ communication strategies based on SMM in brand communication. The study’s conclusions aim to assess the effectiveness of Social Media Marketing in shaping brand image and to demonstrate differences in the communication strategies of brands with different reach – global and local.

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