Brand Promotion in Social Media Cover Image

Promocja marki w mediach społecznościowych
Brand Promotion in Social Media

Author(s): Ewa Jaska, Agnieszka Werenowska
Subject(s): Media studies, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: brand; promotion; advertising; social media; on-line consumer;

Summary/Abstract: Traditional media have become insufficient in the process of branding and today the use of social media for this purpose is essential. Promoting brands in such popular social networking sites as Facebook, YouTube and other, uses the natural process of communication in order to strengthen the brand image. At the same time, users of social media gladly recommend the interesting content, share their opinions and comments on products. The main purpose of this article is to show the importance of social media in the promotional activities of companies in the process of creating the brand image. The article describes the differences and similarities between the promotional activities carried out in the traditional media and social networks. The role of the on-line consumer in brand promotion was defined and the results of the survey were presented. According to the survey, the brand’s presence in social media can have an impact on sales growth and, at the same time, it can cause the crisis by an incompetent conduct of the social media channels. Effective promotion combines traditional media with social networking. The presence in social media is an opportunity for smaller businesses, due to lower promotion costs. The article is of the research nature.

  • Issue Year: 361/2016
  • Issue No: 2
  • Page Range: 205-215
  • Page Count: 11
  • Language: Polish