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.1002/(SICI)1097-0266(199705)18:5<339::AIDSMJ883>3.0.CO;2-7. 25. Hitt, M. A., Keats, B. W., DeMarie, S. M. (1998). Navigating in the New Competitive Landscape: Building Strategic Flexibility and Competitive Advantage in the 21st Century // The Academy of Management Executive. Vol. 12(4), pp. 22–42. doi: 10.5465/AME.1998.1333922. 26. Hoffman, D. L., Fodor, M. (2010). Can you Measure the ROI of Your Social Media Marketing? // MIT Sloan Management Review. Vol. 52(1), p. 41. 27. Jayachandran, S., Sharma, S., Kaufman, P., Raman, P. (2005). The Role of Relational Information

References Agrawal, S., Kaur N. (2015). Influence of Social Media Marketing in Indian Pharmaceutical Industry, Int. J. Adv. Res. Innov. , Vol. 3, No. 4, pp. 735–738. Al Qeisi, K. I., Al-Abdallah, G. M. (2014). Website Design and Usage Behaviour: An Application of the UTAUT Model for Internet Banking in UK, Int. J. Mark. Stud. , Vol. 6, No. 1, pp. 75–89. Balaid, A., Yaslam Almatari, A., Iahad, N. (2013). Factors influencing students’ intention to use mlearning , Vol. 5. Bansal, E. (2015). Social Media Marketing: - Prerequisites For The Effective Content Success


The aim of the article is to present the results of the comparative analysis of online marketing communication in three national art museums in Poland and the comparable museums in European cities, that could serve as a model for the use of marketing communication on the Internet. Marketing communications on the Internet of selected museums have been compared in three categories: website usability and responsiveness — in this category the cognitive walkthrough method was used; online advertisements — in this category a survey, distributed by email had been used to collect information from people responsible for marketing communication in selected museums and the results of the survey were subject to comparative analysis; social media marketing — in order to determine how selected museums are using social media, a content analysis of museums’ profiles on Facebook, Twitter, Instagram, and YouTube was conducted. The number and type of posts that museums posted during the month (July 1–31, 2019) and the number and type of collected responses were compared using the questionnaire. Based on the conducted analyses, basic problems related to the communication of Polish national museums online have been identified and recommendations for museums have been formulated.

. (2017), Elements of strategic social media marketing: A holistic framework, [in:] Journal of Business Research, vol. 70, pp.118-126. FLAXMAN S., GOEL S., RAO J.M. (2016), Filter bubbles, echo chambers, and online news consumption, [in:] Public Opinion Quarterly, vol. 80, pp. 298–320. FLYNN L., JALALI A., MOREAU K.A. (2015), Learning theory and its application to the use of social media in medical education, [in:] Postgraduate Medical Journal, vol. 91, pp. 556–560. FUSTER H., CHAMARRO A., OBERST U. (2017), Fear of Missing Out, online social networking and mobile

and co-create products, services, and the strategy of the enterprise [ Zajc, 2013 ; Bednarz, 2017 ; Ziemba et al., 2019 ]. With the development of the new technologies, companies work on implementation of different marketing communication models including social media marketing to achieve coherent and effective marketing message. It is necessary for them to coordinate multiple messages, various tools, and communication channels and merge them well into a consistent marketing communications mix with the intention of sending the target market a clear message about

framework for interpreting social media interactions in the public sector. Government Information Quarterly , 30 (4), 327–334. 11. NapoleonCat. (2019). Facebook users in Poland . Retrieved from 12. Ramsaran-Fowdar, R. R., Fowdar, S. (2013). The implications of Facebook marketing for organizations. Contemporary Management Research , 9 (1). 13. Stelzner, M.A. (2019). Social Media Marketing Industry Report. How Marketers Are Using Social Media to Grow Their Businesses . Social Media Examiner. 14. Thomas, D


The usage of online social networks (OSN) in the last decade has changed the manner in which the individuals and especially the young people / students communicate with each other. The aim of our research paper, which is a part of a larger study, is to identify the manner in which the online social networks influence the communication process of the students from Sibiu and Alba Counties of Romania. The present marketing research is a quantitative one, based on a questionnaire that provides a clear insight on what are the main OSN used by the students and it shows how or if the students use the OSN to express their feelings and emotions. The research also shows the influence in the communication process between students and teachers, it points out the main reasons for using such a communication tool and activities undertaken by the students on their preferred OSN.


In the article were described issues associated with the use by scientific institutions content marketing strategy tools. This article shows the extent to which tools of modern marketing are used in the Internet communication by scientific institutions. Currently content marketing concept is accepted not only as a fashionable trend of modern marketing but above all, it is treated as an important tool to improve enough Internet message, to effectively interest to the users. A optimal selection and use content marketing tools it provides opportunities for enhancing efficiency in the reception (acceptance) of the generated message.


The primary purpose of this publication is identifying the possibilities that the implementation of lead generation strategies provides to modern enterprises. It discusses the key aspects of this issue, demonstrating how the significance of organisations change, how their value effectively increases as a result of the implementation of tools furnished by processes that form an integral part of lead generation. The article defines the factors and processes that affect the effective course of actions undertaken within lead generation campaigns.

Lead generation strategy describes the marketing process of involvement and capture of interest in a product or service which is aimed at developing sales plans and, as a consequence, soliciting new clients. Lead generation is becoming an increasingly popular demand-generating strategy, which - through its multichannelled dissemination of the generated message - gives it a much greater reach. Lead generation assists organisations in achieving a greater brand awareness, building relationships and attracting more potential clients to fill their sales pipeline.

). Cormode, G.–Krishnamurthy, B. (2008). Key Differences between Web 1.0 and Web 2.0. First Monday 13(6): 2 June 2008. ---lt--- ---gt--- (accessed on: 9 May 2017). Crosby, L. (2017). How Effective Is Social Media Marketing at Driving Brand Loyalty? AMA 4 April 2017 ---lt--- ---gt--- (accessed on: 9 May 2017). Csire, T. (2015). #selfie. A hashtagek használata az Instagramon [Use of Hashtags on Instagram