SOCIAL MEDIA W KOMUNIKACJI MARKETINGOWEJ WYKORZYSTYWANE PRZEZ POLSKIE URZĘDY WOJEWÓDZKIE W PROMOCJI ZDROWIA
SOCIAL MEDIA IN MARKETING COMMUNICATION USED BY THE POLISH VOIVODESHIP OFFICES IN HEALTH PROMOTION
Author(s): Magdalena Syrkiewicz-Świtała, Tomasz Holecki, Katarzyna LarSubject(s): Economy, Media studies, Communication studies, Sociology, Social development, Health and medicine and law, Social Informatics, Welfare services, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: marketing communication; social media; health promotion; voivodeship offices; social media marketing;
Summary/Abstract: The development of social media introduces new opportunities and challenges to marketing communications. Local and regional authorities responsible for health prevention and efficient communication in the region are forced to draw on contemporary sources and channels of communication. The aim of this study is to determine whether the Polish Voivodeship Offices utilize social media in marketing communication for the promotion of health. The study covers 13 Offices. CAWI and CATI method are used in the study using an author's questionnaire. Data were subjected to analysis of standard statistical methods. All tested Offices are engaged in activities in the field of health promotion and are willing to exploit social media in marketing communication for the promotion of health.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 40
- Page Range: 207-216
- Page Count: 10
- Language: Polish