Facebook.com jako efektywne narzędzie komunikacji marketingowej
Facebook.com as an effective instrument of marketing communication
Author(s): Joanna Krawiec, Joanna WyrwiszSubject(s): Media studies, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: Facebook; marketing communication; social media marketing; social media;
Summary/Abstract: The aim of the paper is presenting social media as effective instruments in marketing communication of products and services. In particular, the results of empirical research are presented, concerning the behavior of internet users towards the promotion messages sent via Facebook.com. Users of Facebook are receptive to dialogue with brand and promotion actions of the firms in this social medium.
Journal: Marketing i Zarządzanie
- Issue Year: 2013
- Issue No: 32
- Page Range: 375-388
- Page Count: 14
- Language: Polish