Media społecznościowe a możliwości integracji

• Autorzy: Anna Scheibe

Warianty tytułu

Social Media and the Possibilities of Marketing Communication Integration

• Języki publikacji: PL

Abstrakty

Rozwój technik Web 2.0 zmienił charakter komunikacji nie tylko pomiędzy organizacją i interesariuszami, lecz także pomiędzy samymi interesariuszami. Umożliwił on precyzyjne dotarcie do małych społeczności, a nawet indywidualnych odbiorców. Rozwój mediów spowodował, że konieczne stało się dostosowanie formy przekazu do ich charakteru, przy równoczesnym zachowaniu jego spójności, służącej kreowaniu wizerunku marki. W efekcie idee integracji komunikacji marketingowej stały się tak ważne jak nigdy dotąd. Celem artykułu jest określenie wyzwań, jakie rozwój mediów społecznościowych stawia przed specjalistami ds. marketingu, biorąc pod uwagę możliwości integracji komunikacji marketingowej, w celu kreowania pozytywnego wizerunku marki. W opracowaniu wyznacza się trzy płaszczyzny integracji komunikacji marketingowej i określa wpływ mediów społecznościowych na możliwości integracji na każdej z nich. (abstrakt oryginalny)

EN

The development of Web 2.0 techniques changed the character of communication among organization and its stakeholders as well as among stakeholders themselves. It allowed direct contact with small communities and even individual receivers. Media proliferation forced companies to adjust the communication to the media character and simultaneously keep the consistency of their messages, in order to create strong brand image. In the effect the idea of marketing communication integration become as important as never before. The aim of the article is to define the challenges created by the social media development in the regard to marketing communication integration leading to strong brand image creation. In the article three integration platforms have been described and the social media influence on integration on each of the platform have been presented. (original abstract)

Słowa kluczowe

PL

Media społecznościowe; Komunikowanie marketingowe

EN

Social media; Marketing communication

• Czasopismo: Marketing i Rynek
• Rocznik: 2014
• Numer: nr 11 (CD)
• Strony: 66--73

Twórcy

autor

Anna Scheibe

• Uniwersytet im. Adama Mickiewicza w Poznaniu

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