Image as a key factor of brand value at social media

• Autorzy: Wioleta Kucharska

Warianty tytułu

Wizerunek jako wiodący czynnik kreujący wartość marki w mediach społecznościowych

• Języki publikacji: EN

Abstrakty

EN

The paper aims to investigate the relationship between social media presence and activities and brand value for the most valuable Global Brands 2012 (Interbrandt 2013). Social media communication is an innovative way of communication. Brand value is a key performance indicator of brand strategy for managers. Brand and category image realized to be the key factor of investigated relation.(original abstract)

Artykuł jest poświęcony analizie za pomocą korelacji i regresji liniowej relacji pomiędzy wartością najbardziej wartościowych marek globalnych, a ich pozycją w mediach społecznościowych na przykładzie Facebooka. Komunikacja za pomocą mediów społecznościowych stanowi innowację w stosunku do coraz mniej efektywnej komunikacji za pomocą mediów tradycyjnych. Wartość marki jest natomiast kluczowym wskaźnikiem skuteczności przyjętych strategii marketingowych.(abstrakt autora)

Słowa kluczowe

EN

Econometric analysis; Linear regression; Correlation; Social media; Brand value

PL

Analiza ekonometryczna; Regresja liniowa; Korelacja; Media społecznościowe; Wartość marki

• Czasopismo: Logistyka
• Rocznik: 2015
• Numer: nr 2, CD 2
• Strony: 1256--1265

Twórcy

autor

Wioleta Kucharska

• Politechnika Gdańska

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