Social Media and Its Implications for Building Brand Relationship

• Autorzy: Tina Vukasovič

Warianty tytułu

Media społeczne i ich implikacje dla budowania relacji z marką

• Języki publikacji: EN

Abstrakty

EN

Innovation in social networking media has revolutionized the world in 21st Century. Social networking media presents potential opportunities for new forms of communication and commerce between marketers and consumers. The objective of the study in this paper is to analyze the effective communication strategy through social networking media. Survey was conducted, by sending questionnaire by e-mail to collect the individual opinion from the respondents. The total population is social networking user community, but to collect the effective data the sampling is constrained to the target population like young adults, between the ages of 18 years to 45 years. The sample size is seven hundred. The paper presents research results including internet marketing activities that have contributed to building a relationship with the brand. It is necessary to study the effectiveness of brand communication strategy carried out/conducted in social networking media which are mainly accessed by users. In recent trend of marketing in social networking sites, various brand communications are widely used to attract targeted leads. So, this study would help to assess the effectiveness of communication and strategy done through social networking media which encourages the target audience to participate in this kind of advertising. (original abstract)

Innowacje w mediach społecznych zrewolucjonizowały świat w XXI wieku. Media społeczne w sieci przedstawiają potencjalne możliwości dla nowych form komunikacji i handlu między sprzedawcami a konsumentami. Celem badań zamieszczonych w niniejszej pracy jest analiza skutecznej strategii komunikacji poprzez media społeczne. Badanie zostało przeprowadzone za pomocą wysyłanego pocztą e-mail kwestionariusza w celu zebrania indywidualnych opinii respondentów. Cała populacja jest społecznością użytkowników mediów społecznych, ale do zbierania próbek skutecznych danych została ona ograniczona do populacji docelowej ludzi dorosłych w wieku od 18 lat do 45 lat . Wielkość próbki to 700 osób. W pracy przedstawiono wyniki badań, w tym działań marketingu internetowego, które przyczyniły się do budowania relacji z marką. Konieczne było zbadanie skuteczności strategicznej komunikacji marki prowadzonej w mediach społecznych. W najnowszej tendencji marketingu, w serwisach społecznościowych, aby przyciągnąć liczbę klientów stosuje się różne strategie komunikacji marki. Badanie takie pomoże ocenić efektywność komunikacji i strategii społecznej mediów wykonanej w sieci, które zachęca grupę docelową do udziału w tego rodzaju przedsięwzięciu. (abstrakt oryginalny)

Słowa kluczowe

EN

Social media; Communication strategy; Media communication; Internet; e-marketing; Communication on the Internet; Brand

PL

Media społecznościowe; Strategia komunikowania; Media komunikowania; Internet; Marketing internetowy; Komunikowanie w internecie; Marka

• Czasopismo: Modern Management Review
• Rocznik: 2013
• Tom: 18 (XVIII)
• Numer: nr 20 (3)
• Strony: 179--193

Twórcy

autor

Tina Vukasovič

• International School for Social and Business Studies; University of Primorska, Slovenia

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