Good practices in communication of brands in social media Cover Image

Dobre praktyki w komunikacji marek w mediach społecznościowych
Good practices in communication of brands in social media

Author(s): Marta Brzezińska-Waleszczyk
Subject(s): Media studies, Theory of Communication, Marketing / Advertising
Published by: Wydawnictwo Wydziału Dziennikarstwa, Informacji i Bibliologii Uniwersytetu Warszawskiego
Keywords: social media; marketing; internet; advertisement; public relations; communication

Summary/Abstract: Social media are both the tools for advertising and PR. Activities of companies investing in social media marketing raise some ethical dilemmas. Questionable practices lead to crises in social media and, in turn, have an influence for unflattering opinion about PR. Still there is a perception of anonymity and impunity in social media, the lack of longterm action strategies. With a reference to selected examples the author shows unethical behavior in social media. All of this when making attempt to create a code of ethics for brand communication in social media.

  • Issue Year: 63/2015
  • Issue No: 4
  • Page Range: 67-78
  • Page Count: 12
  • Language: Polish