Rola serwisów User Generated Content w marketingu wirusowym sloganów reklamowych – analiza porównawcza dla roku 2010 i 2016
Role of User Generated Content sites in slogans viral marketing – comparative study for 2010 and 2016

Summary/Abstract: Slogans are among the most basic elements of brand identification in perception of the consumers, as well as they are one of the cheapest and least demanding promotional tools. Due to the fact that slogans are getting through the mass media to broad audience, some of them can initiate the effect of viral marketing or usage of the slogan by random consumers in everyday communication, including the framework of the activity in the User Generated Content services. The main goal of this article is to analyze the comparative scale of advertising slogans usage on the site Demotywatory.pl between 2010 and 2016. For the purposes of this comparison there were conducted content analysis of individual demotivators placed on this site home page in intervals of 1–31.01.2010 and 1–30.04.2016. The comparative analysis goal is an attempt to capture the quantitative and qualitative changes in the viral potential of advertising slogans used in User Generated Content site, as well as identification of possible impact of internal and external factors of such changes.

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