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Nadzeya Sabatini dr
PeopleNadzeya Sabatini is Assistant Professor in Digital Transformation at Gdańsk University of Technology (Gdansk, Poland), its Department of Informatics in Management (Faculty of Management and Economics). Nadzeya is lecturer at USI – Università della Svizzera italiana (Lugano, Switzerland), a research fellow at the Institute of Digital Technologies for Communication of the same university, and coordinator of MSc in Digital Fashion...
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Halucynacje chatbotów a prawda: główne nurty debaty i ich interpretacje
PublicationGeneratywne systemy sztucznej inteligencji (SI) są w stanie tworzyć treści medialne poprzez zastosowanie uczenia maszynowego do dużych ilości danych szkoleniowych. Te nowe dane mogą obejmować tekst (np. Bard firmy Google, LLaMa firmy Meta lub ChatGPT firmy OpenAI) oraz elementy wizualne (np. Stable Diffusion lub DALL-E OpenAI) i dźwięk (np. VALL-E firmy Micro- soft). Stopień zaawansowania tych treści może czynić je nieodróżnialnymi...
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Exploring the Role of Social Media Use Motives, Psychological Well-Being, Self-Esteem, and Affect in Problematic Social Media Use
PublicationGiven recent advances in technology, connectivity, and the popularity of social media platforms, recent literature has devoted great attention to problematic Facebook use. However, exploring the potential predictors of problematic social media use beyond Facebook use has become paramount given the increasing popularity of multiple alternative platforms. In this study, a sample of 584 social media users (Mage = 32.28 years; 67.81%...
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Analysing and processing of geotagged social media
PublicationThe use of location based data analysing tools is an important part of geomarketing strategies among entrepreneurs. One of the key elements of interest is social media data shared by the users. This data is analysed both for its content and its location information, the results help to identify trends represented in the researched regions. In order to verify the possibilities of analysing and processing of geotagged social media...
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The Crisis of Marketing Communication in the Era of Social Media
PublicationThe articles examines the widely discussed in literature the problem of marketing communication crisis resulting from the changes of the environment. These changes generate both new problems and also new solutions, e.g. social media. The practicioners are pursuing both effective and efficient solutions, in relation to the difficulties encountered while achieving market objectives via traditional methods and channels. In accordance...
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The authenticity in social media. Club and football players’ relations
PublicationThe authenticity in social media is one of the crucial factors of brands success. In the era of fake news, illusions, manipulations or other artificial attributes of the virtuality and reality today it is a real source of value. The presented study aims to verify how football club and football players’ brands’ authenticity influence attitudinal loyalty in social media. Findings proved that the authenticity is something social media...
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Image as a key factor of brand value at social media
PublicationThe 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.
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Antecedents and outcomes of social media fatigue
PublicationPurpose – This study aims to explore which of four chosen factors (i.e. privacy concerns, FoMO, self-disclosure and time cost) induce a feeling of strain among Facebook users in terms of social media fatigue (SMF), and if this occurs, whether it further influences such outcomes as discontinuance of usage (DoU) and interaction engagement decrement (IED). Design/methodology/approach – Through an online structured questionnaire, empirical...
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The effect of social media communication on consumer perceptions of brands
PublicationResearchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we...
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Social Media in the Fashion Industry. Fundamentals, Strategy and Research Methods
PublicationThis book introduces social network fundamentals in the fashion domain. It addresses the creation of social media marketing plans, highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context. Through a variety of academic and professional sources and by sharing the results of their own research, the authors present research methodologies, including netnography,...
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Measuring Consumers' Engagement With Brand-Related Social-Media Content. Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands
PublicationThe purpose of the current study was to develop a scale to measure the consumer's engagement with brand-related social-media content, based on three dimensions established in the framework of an earlier theoretical construct, “Consumer's Online Brand-Related Activities” (Muntinga, Moorman, and Smit, 2011). Qualitative techniques were used to generate an initial pool of items that captured different levels of consumer engagement...
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Effects of social media communication on brand equity and brand purchase intention
PublicationThe author studied the effect of two different social media communication on brand equity and brand purchase intention. A total of 504 data sets were generated through a standardized online-survey and analysed with structural equation modeling. The results of the empirical study showed that both firm-created and user-generated social media communication influenced brand equity, consequently impacting brand purchase intention. This...
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Influence of advertisement in social media in knowledge based economy
PublicationIn the era of knowledge based economies every year the number of companies that starting their advertising campaigns increase. According to Social Enterprise Report, 38% of leading companies in Poland have its profile on social networking sites. In this paper, we are going to introduce two case studies. The first one is the advertising campaign of Heyah based on the history of communism. The second case study is the continuation...
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Personal Brand Value and Social Media, the Top Football Players’ Case
PublicationPersonal branding valuation and social media usage are new and empirically unexplored areas of research. The aim of the presented study is to determine how social media performance and sentiment are related to the value of a personal brand. Based on an example of 100 most valuable football players, in reference to transfermarkt.com and the sentione.com (sentiment analysis), the author points out the strongest...
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Social media as an opportunity or a blind alley in social communication and forest education? – Experiences from Poland
PublicationThe article characterizes the experiences, problems, and prospects for the development of forest education on social media, which in Poland has been carried out by the Państwowe Gospodarstwo Leśne Lasy Państwowe (National Forest Holding ‘State...
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Customer Assessment of Brand Valuation and Social Media
PublicationThe research problem engaged in this article is to determine whether contemporary consumers are able to assess brand equity in the overabundance of brands and products with similar features and qualities. The author argues that in the existing circumstances when differences between brands become insignificant the consumer is not capable of assessing their equity adequately. In order to verify the thesis the author has accepted...
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Social media and efficient computer infrastructure in smart city
PublicationSocial media require an efficient infrastructures of computer and communication systems to support a smart city. In a big city, there are several crucial dilemmas with a home and public space planning, a growing population, a global warming, carbon emissions, a lack of key resources like water and energy, and a traffic congestion. In a smart city, we expect an efficient and sustainable transportation, efficient management of resources...
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Mobile operators at war: opinion mining and sentiment analysis on social media
PublicationConsidering hermetic and very competitive market such as mobile operator ones, social media has become best alternative for contact with customer and gathering data and opinions. Different style of running social media profiles is giving different results. The research presented in this paper aims to show the number of responses gathered from polish Internet users and its sentiment for mobile operator brands. It also presents practical...
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Social media for e-learning of citizens in smart city
PublicationThe rapid development of social media can be applied for citizens’ e-learning in a smart city. Big cities have to cope with several open issues like a growing population or a traffic congestion. Especially, a home and public space is supposed to be used in more efficient way. Sustainable homes and buildings can be planned with using some modern techniques. Even currently, there is a huge problem with a lack of key resources like...
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Enhancing Customer Engagement in Social Media with AI – a Higher Education case study
PublicationPurpose. The study aims to demonstrate the importance of artificial intelligence (AI) and examples of tools based on it in the process of enhancing (building, measuring, and managing) customer engagement (CE) in social media in the higher education industry. CE is one of the current essential non-financial indicators of company performance in Digital Marketing strategy. The article presents a decision support system (DSS) based...
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Modern trends in internet marketing - Researching the virality of brands on social media channels
PublicationThis paper presents a new approach for the research and identification of users generated content on social media channels. For the online branding research is proposed the use of twi software - SentiOne and NodeXL. The combination of those tools elicit a different point of view of how to manage in an effective way the overflow of the content publish by single individuals in social media networks.
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Modern trends in internet marketing - Researching the virality of brands on social media channels
PublicationThis paper presents a new approach for the research and identification of users generated content on social media channels. For the online branding research is proposed the use of twi software - SentiOne and NodeXL. The combination of those tools elicit a different point of view of how to manage in an effective way the overflow of the content publish by single individuals in social media networks.
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Personal Brand Authenticity and Social Media: The Top 5 Football Players’ Case
Publicationhe authenticity is a key factor which attracts the interest of young consumers in the more and more dominant virtual world full of “fake news”,“fake images”, and “fake impressions”. The celebrity authenticity is also important when it comes to gain the positive attitude of the audience and the success in the long term. The unique talent is crucial for all stars. According to football stars, the authenticity of their personal brands...
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Lighting conditions in home office and occupant’s perception: Exploring drivers of satisfaction
PublicationThis paper depicts lighting home office conditions within different countries and continents, emphasizing the user’s satisfaction with the visual environment. The scope of this article is to investigate the drivers of participants’ satisfaction with the lighting conditions at the home office. The study was developed by a team of international experts working together on Subtask A: User perspective and requirements, Task 61 IEA...
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Interactive and Media Architecture – From Social Encounters to City Planning Strategies
PublicationThe paper searches into the potential of media and interactive projects to support participation and generate social encounters in public spaces. Moreover, it proposes implementation of media and interactive projects into city planning processes. On the basis of theoretical approaches, case studies and interdisciplinary surveys the paper gives insight how interactive and media architecture can engage people in activities in urban...
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Measuring the effectiveness of digital communication - social media performance: an example of the role played by AI-assisted tools at a university
PublicationThe aim of the article is to show the role played by AI-powered tools in measuring the effectiveness of digital communication in social media using a university case study. Therefore, a research problem was formulated to identify the metrics (KPIs) used to measure the effectiveness – non-financial outcomes – of digital social media communication at the university using AI tools. The literature review on the role of AI in digital...
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Evaluation of a company’s image on social media using the Net Sentiment Rate
PublicationVast amounts of new types of data are constantly being created as a result of dynamic digitization in all areas of our lives. One of the most important and valuable categories for business is data from social networks such as Facebook. Feedback resulting from the sharing of thoughts and emotions, expressed in comments on various products and services, is becoming the key factor on which modern business is based. This feedback is...
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The image of the City on social media: A comparative study using “Big Data” and “Small Data” methods in the Tri-City Region in Poland
Publication“The Image of the City” by Kevin Lynch is a landmark planning theory of lasting influence; its scientific rigor and relevance in the digital age were in dispute. The rise of social media and other digital technologies offers new opportunities to study the perception of urban environments. Questions remain as to whether social media analytics can provide a reliable measure of perceived city images? If yes, what implication does...
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Celebrities’ personal brand authenticity in social media: an application in the context of football top-players. The Robert Lewandowski case
PublicationThe aim of the study is to explore personal brand authenticity in social media through sentiment analysis. A survey has been conducted in the context of football players with respect to Robert Lewandowski – the most valuable Polish football-celebrity brand. Authors first assess antecedents of his brand authenticity basing on an international sample of social media users, made of 219 cases from 22 countries (intentionally excluding...
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Social Media and Knowledge Sharing – What Do We Know So Far?
PublicationThe aim of this paper is to examine previous studies on topic of social media and how it influences knowledge sharing online and thereafter establish respective body of knowledge. The background investigation has been organized as a theoretical review with qualitative premises. The multi-layered Systematic Literature Review process has been utilized and carried out to fetch the most relevant peer-reviewed researches in the past....
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Getting to know the potential of social media in forest education
PublicationThe development of social network sites not only facilitates the acquisition and deepening of knowledge but also provides the possibility of easily contacting foresters, specialists in natural sciences and nature enthusiasts. In addition, for some years...
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Andrzej Klimczuk
PeopleAndrzej Klimczuk, PhD, a sociologist and public policy expert, assistant professor in the Department of Social Policy of the Collegium of Socio-Economics at the SGH Warsaw School of Economics, Poland. Editor and correspondent of publications about computer and video games in the years 2002-2009. In 2011-2013, Vice President of the Foundation's Laboratory Research and Social Action "SocLab." External expert of institutions such...
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Analysis of Attitudes of Internet Users Towards the Brand in Social Media
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Marketing terytorialny a social media marketing na serwisie Twitter
PublicationObszary terytorialne, podobnie jak inne podmioty gospodarcze, walczą o miejsce na rynku. Poprzez promocję dążą do osiągnięcie uprzywilejowanych miejsc w świadomości interesariuszy, będących dla danego regionu inwestorami, bądź turystami, którzy chcą miło spędzić czas na wakacjach. Miasta kreują swój wizerunek i dbają o niego, budując więzi emocjonalne i lojalność wobec swoich klientów. W tym celu wykorzystane są różne rodzaje instrumentów...
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Exploring the Usability and User Experience of Social Media Apps through a Text Mining Approach
PublicationThis study aims to evaluate the applicability of a text mining approach for extracting UUX-related issues from a dataset of user comments and not to evaluate the Instagram (IG) app. This study analyses textual data mined from reviews in English written by IG mobile application users. The article’s authors used text mining (based on the LDA algorithm) to identify the main UUX-related topics. Next, they mapped the identified topics...
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Social Media + Society
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Social media marketing jako narzędzie wykorzystywane w procesie poprawy wizerunku i zwiększania konkurencyjności miasta
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Online Social Networks and Media
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An image of nurses and nursing in Poland in the media and in the opinion of various social groups. Systematic review of scientific literature from the years 2010-2017
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Tweet you right back: Follower anxiety predicts leader anxiety in social media interactions during the SARS-CoV-2 pandemic
PublicationRecent research has shown that organizational leaders’ tweets can influence employee anxiety. In this study, we turn the table and examine whether the same can be said about followers’ tweets. Based on emotional contagion and a dataset of 108 leaders and 178 followers across 50 organizations, we infer and track state- and trait-anxiety scores of participants over 316 days, including pre- and post the onset of the SARS-CoV-2 pandemic...
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Media społecznościowe a wizerunek marki
PublicationJeszcze do niedawna wydawało się, że social media, podobnie jak komunikatory internetowe, będą stanowiły kolejne narzędzie wykorzystywane w komunikacji ze znajomymi, a ich tematyka będzie związana głównie z rozrywką i chęcią podtrzymania więzi społecznych. Jednak, z obserwacji wielu autorów wynika, iż obecnie można już mówić o trendzie social media lub też Web 2.0, a z roku na rok internetowe witryny o charakterze społecznościowym,...
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Journal of Digital and Social Media Marketing
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International Conference on Web and Social Media (International Conference on Weblogs and Social Media)
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Hanna Obracht-Prondzyńska dr inż. arch.
PeopleHanna Obracht-Prondzyńska, PhD MArch, Eng. Assistant Professor at the University of Gdańsk, Department of Spatial Management, academic teacher of urban design and spatial data analyses. Architect and urban planner experienced in data driven urban design and planning. She defended her PhD with distinction in engineering and technical sciences in the discipline of architecture and urban planning in 2020 at the Faculty of Architecture...
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Hanna Gaweł
PeopleHanna is a PhD student at the Doctoral School in Social Sciences in the discipline of Social Communication and Media Sciences at the Jagiellonian University and is employed as an Assistant at the Institute of Information Studies of the said university. She received her Master's degree from Jagiellonian University, where she studied Information Management at the Faculty of Management and Social Sciences. Her Bachelor's degree was...
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Beata Krawczyk-Bryłka dr
PeoplePsycholog, doktor nauk humanistycznych w dziedzinie zarządzania, adiunkt w Katedrze przedsiębiorczości. 2018 - 2021: Kierownik projektu NCN: „Efektuacyjny model zespołu przedsiębiorczego. Jak działają przedsiębiorcze zespoły odnoszące sukces" od 2016: Quality Standards Lead filaru People management & personal development na studiach MBA Politechniki Gdańskiej 2008 – 2012: Prodziekan ds kształcenia Wzydziału Zarządzania i Ekonomii...
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Marcin Żmuda
PeopleMarcin Żmuda - specjalista marketingu internetowego w Google oraz założyciel agencji Embasy. Autor Update Time - wiadomościa z obszaru SEO. Pierwsze kampanie SEO przygotowywałem już w 2007 roku. Aktualnie jestem Head of SEO w firmie Orion Media Group zajmującym się zagadnieniami związanymi z pozycjonowaniem w wyszukiwarkach internetowych oraz rozbudową grupy serwisów własnych. Moja agencja, Embasy specjalizuje się przede wszystkim...
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Marek Sylwester Tatara dr inż.
PeopleMarek Tatara achieved his master's degree in the field of Automatic Control and Robotics with specialization Intelligent Decision-making Systems in 2014 at Faculty of Electronics, Telecommunications and Informatics of Gdańsk University of Technology. Earlier this year achieved bachelor's degree in the field of Technical Physics with Nanotechnology specialization. In 2014 started job as lecturer in the Department of Robotics and...
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Analiza sentymentu jako narzędzie monitorowania wyników finansowych przedsiębiorstwa
PublicationMedia społecznościowe tworzą globalną platformę do dzielenia się interesującymi pomysłami lub nowościami, komentarzami i recenzjami. Stanowią bogate źródło danych do eksploracji opinii w celu pozyskania wcześniej nieznanej i użytecznej wiedzy biznesowej, która umożliwi nie tylko zwinne zarządzanie na rzecz skutecznej obsługi klienta, ale również powinna mieć odzwierciedlenie w finansowych wynikach przedsiębiorstwa. Za główny cel...
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Jan Domaradzki dr hab.
PeopleDr Jan Domaradzki is an assistant professor of sociology and Head of the Laboratory of Health Sociology and Social Pathology at the Department of Social Sciences and Humanities, Poznan University of Medical Sciences, Poznań, Poland. He is a sociologist with an interest in medical sociology; sociology of genetics; social implications of a new genetics, medicalization and geneticization, social representations of biotechnology, social...