Formy kreowania marki w mediach społecznościowych i ich percepcja wśród pokolenia Z
Forms of Branding in the Social Media and their Perception among the Generation Z

Summary/Abstract: The popularity of social media as a marketing communication channel results from a number of determinants, among which the most important are: the large number of users and the development of increasingly advanced selection mechanisms of the target group. Social media generally allows direct advertising message to specific recipients based on the information provided by them. The aim of the paper is to characterize and classify forms of branding in social media ‒ on the example of fashion brands and to examine the perception of these forms among the generation Z, i.e. people born after 2005. It was indicated that the fashion industry is the one that finds the greatest interest among consumer - internet users, representing the generation Z. For most respondents, Instagram, Facebook and Snapchat are the main sources for product information and brand communication

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