Kapitał marki w mediach społecznościowych. Perspektywa konsumenta Małgorzata Karpińska-Krakowiak

Format:

Book

Author/Creator:

Karpińska-Krakowiak, Małgorzata, author.

Contributor:

Central and Eastern European Online Library

Series:

Uniwersytet Łódzki

Language:

Polish

Subjects (All):

Economy.

Marketing / Advertising.

ICT Information and Communications Technologies.

Physical Description:

1 online resource (1 p. 176)

Place of Publication:

Łódź [Poland] : Wydawnictwo Uniwersytetu Łódzkiego 2018

Summary:

Social media have been employed in marketing communication for several years. However, there is a shortage of scientific research covering the correlation between brand activity in the digital environment and the consumers’ behaviour. Therefore, the main goal of this publication has been to evaluate the possibilities of creating brand equity in social media and to define the role of various psychological factors appearing in this process. Through a number of research steps, the author has analysed contemporary marketing communication campaigns in social media. On this basis, a new message categorization has been presented. An experimental analysis was then conducted to find out the type of messages and consumer predisposition conducive to building brand equity. The influence of brand equity itself on the responsiveness of internet users was also tested. The research results make it possible to predict the effectiveness of marketing communication in social media. Thus, they can be helpful not only to scientists, but also to entrepreneurs and the employees of advertising and media agencies.

ISBN:

83-8142-282-5