Search results for: SOCIAL MARKETING

• Gemba Kaizen: Influencing individuals behavior for better - an approach to social marketing

  Publication

  • B. Schivinski

  - Year 2011

  The idea of providing the Gemba Kaizen philosophy to a social level can benefit not only individuals, but the society as well. The Japanese philosophy for improvement or change for better may serve companies that are looking for increasing its value by quality management. The same principles when implemented in a society may improve quality of life of its inhabitants and help solving social problems. The use of social marketing...

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• Journal of Social Marketing

  Journals

  ISSN: 2042-6763 , eISSN: 2042-6771

• Social Marketing Quarterly

  Journals

  ISSN: 1524-5004 , eISSN: 1539-4093

• Marketing terytorialny a social media marketing na serwisie Twitter

  Publication

  • B. Schivinski
  • R. Ślosarski

  - Year 2013

  Obszary 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...

• The Crisis of Marketing Communication in the Era of Social Media

  Publication

  • W. Kucharska

  - Prace Naukowe Wyższej Szkoły Bankowej w Gdańsku - Year 2013

  The 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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• Modern trends in internet marketing - Researching the virality of brands on social media channels

  Publication

  • B. Schivinski
  • E. Nagucka

  - Year 2012

  This 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.

• Modern trends in internet marketing - Researching the virality of brands on social media channels

  Publication

  • B. Schivinski
  • E. Nagucka

  - Year 2012

  This 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.

• Social media marketing jako narzędzie wykorzystywane w procesie poprawy wizerunku i zwiększania konkurencyjności miasta

  Publication

  • B. Schivinski

  - Year 2011

• Journal of Digital and Social Media Marketing

  Journals

  ISSN: 2050-0076 , eISSN: 2050-0084

• Journal of Marketing and Market Studies

  Journals

  ISSN: 1231-7853

• Marketing i Zarządzanie

  Journals

  ISSN: 2450-775X , eISSN: 2543-5574

• Edyta Gołąb-Andrzejak dr hab.

  People

  Department of Marketing

• Social Media in the Fashion Industry. Fundamentals, Strategy and Research Methods

  Publication

  • S. Patricia
  • H. T. Nobile
  • C. Sánchez-Blanco
  • N. Sabatini

  - Year 2024

  This 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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• MARKETING STRATEGY - SPACE AS A PRODUCT.ARCHITECTURE AS A MARKETING DEVICE.

  Publication

  • K. Piątkowska

  - Year 2012

  Space has its measurable financial value. From the economic point of view place can be treated as a product that fights for appearing in tourists' and investors' consciousnesses. Space - treated as the object of demand and supply - becomes an element in a marketing game. To reach its maximal value the given space should be competitive to other spaces, from which it wants to stand out. However, in the field of architecture - and...

• Measuring the effectiveness of digital communication - social media performance: an example of the role played by AI-assisted tools at a university

  Publication

  • E. Gołąb-Andrzejak

  - Year 2023

  The 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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• Marketing a społeczna odpowiedzialność biznesu – sprzeczne idee?

  Publication

  • A. Drapińska

  - Marketing i Zarządzanie - Year 2015

  Negatywny wizerunek marketingu postrzeganego jako koncepcja kreująca nowe potrzeby i nakłaniająca klientów do zwiększania konsumpcji spowodował, że marketing wydaje się być sprzeczny z ideą rozwoju zrównoważonego i społecznej odpowiedzialności biznesu. W artykule przedstawiono rozważania czy rzeczywiście tak jest i czy stosowanie działań marketingowych jest rozbieżne z celami rozwoju zrównoważonego . Stwierdzono, że realizowanie...

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• Enhancing Customer Engagement in Social Media with AI – a Higher Education case study

  Publication

  • E. Gołąb-Andrzejak

  - Year 2022

  Purpose. 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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• Effects of social media communication on brand equity and brand purchase intention

  Publication

  • B. Schivinski

  - Year 2013

  The 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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• Inbound marketing a skuteczna komunikacja marketingowa

  Publication

  • M. Brzozowska-Woś

  - MARKETING I RYNEK - Year 2014

  Celem artykułu jest ukazanie koncepcji inbound marketing jako przykładu nowego podejścia do planowania i realizacji polityki komunikacji marketingowej w Internecie. Współcześnie klienci nie chcą być atakowani nachalną reklamą lub zanudzani przez nieatrakcyjne treści. Odwracają się od marek, które prowadzą z nimi komunikację jedynie przy użyciu tradycyjnych działań komunikacji marketingowej. Znane organizacje wykorzystują do promowania...

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• Marketing Research

  Journals

  ISSN: 1040-8460

• Innovative Marketing

  Journals

  ISSN: 1814-2427

• JOURNAL OF MARKETING

  Journals

  ISSN: 0022-2429 , eISSN: 1547-7185

• MARKETING LETTERS

  Journals

  ISSN: 0923-0645 , eISSN: 1573-059X

• PSYCHOLOGY & MARKETING

  Journals

  ISSN: 0742-6046 , eISSN: 1520-6793

• MARKETING SCIENCE

  Journals

  ISSN: 0732-2399 , eISSN: 1526-548X

• Marketing Theory

  Journals

  ISSN: 1470-5931 , eISSN: 1741-301X

• The concept of aida applied to online interactive advertisement: an youtube case study

  Publication

  • B. Schivinski

  - Year 2012

  This paper presents an approach of application of the AIDA framework to interactive advertisements presented on social media channels. The first section introduces the definitions of social media and its categorization. It is given an overview of the online video service YouTube.com. The second section describes social media marketing. The third section presents a theoretical introduction of traditional and interactive advertisement....

• Antecedents and Consequences of Brand Loyalty

  Publication

  • S. Gupta
  • B. Schivinski
  • M. Brzozowska-Woś

  - Handel Wewnętrzny - Year 2017

  The objective of this paper is to review, systematize, and summarize empirical research on the antecedents and consequences of brand loyalty. The literature review has identified five categories of antecedents to brand loyalty associated with consumer, brand, social, corporate and relational factors. The type of loyalty formed varies according to the combination of various antecedents, with premium loyalty being considered the...

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• Magdalena Brzozowska-Woś dr hab. inż.

  People

  Department of Marketing

  Magdalena Brzozowska-Woś is a graduate of the Faculty of Management and Economics of the Gdańsk University of Technology (specialization: management systems). She is also a graduate of Postgraduate Studies in Advertising (Faculty of Management and Economics, GUT) and Postgraduate Studies in Public Relations (SWPS University of Humanities and Social Sciences). In the years 2000-2003, she cooperated with Panorama Internet sp. z o....

• Consumerism and the Quality of Life

  Publication

  • A. Drapińska

  - Handel Wewnętrzny - Year 2017

  High level of consumption, driven by marketing activities, the pleasure and joy of possession and the accumulation of material goods are often associated with prosperity, sense of happiness and fulfilment in life. On a broader scale, economic indicators related to production and consumption are used to define the well-being and quality of life in societies. Unfortunately, the phenomenon of consumerism entails negative social and...

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• Selfie and Personal Branding Phenomena in the Context of the Network Economy. A Literature Review

  Publication

  • W. Kucharska
  • I. Confente

  - Handel Wewnętrzny - Year 2017

  Self-taken pictures called “selfies” shared in social media have become a worldwide phenomenon. This is due to the increased need of human being to share to other people their daily lives and to build their own personal brand in the networked world. Despite that, the subject of personal branding has not been sufficiently discussed in academic marketing literature over the past decade. The objective of the study is to present the...

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• Dariusz Dąbrowski dr hab. inż.

  People

  Department of Marketing

  Dariusz Dąbrowski graduated from the Faculty of Shipbuilding at Gdańsk University of Technology and in 1987 began working at the university as an assistant in the Department of Shipbuilding Industry Organization within the then Institute of Organization and Design of Production Systems. In 1990, he went on a TEMPUS scholarship from the EU and spent 14 months at the University of Sheffield, where he participated in the Master of...

• Marketing Intelligence & Planning

  Journals

  ISSN: 0263-4503 , eISSN: 1758-8049

• Journal of Services Marketing

  Journals

  ISSN: 0887-6045

• Journal of Vacation Marketing

  Journals

  ISSN: 1356-7667 , eISSN: 1479-1870

• Journal of Marketing Education

  Journals

  ISSN: 0273-4753 , eISSN: 1552-6550

• Journal of Strategic Marketing

  Journals

  ISSN: 0965-254X , eISSN: 1466-4488

• Foundations and Trends in Marketing

  Journals

  ISSN: 1555-0753 , eISSN: 1555-0761

• Journal of Islamic Marketing

  Journals

  ISSN: 1759-0833 , eISSN: 1759-0841

• EUROPEAN JOURNAL OF MARKETING

  Journals

  ISSN: 0309-0566 , eISSN: 1758-7123

• Journal of Consumer Marketing

  Journals

  ISSN: 0736-3761 , eISSN: 2052-1200

• Journal of Marketing Management

  Journals

  ISSN: 0267-257X , eISSN: 1472-1376

• Indian Journal of Marketing

  Journals

  ISSN: 0973-8703

• Australasian Marketing Journal

  Journals

  ISSN: 1441-3582 , eISSN: 1839-3349

• Journal of Political Marketing

  Journals

  ISSN: 1537-7857 , eISSN: 1537-7865

• Journal of Marketing Channels

  Journals

  ISSN: 1046-669X , eISSN: 1540-7039

• Sales and Marketing Management

  Journals

  ISSN: 0163-7517

• Sport Marketing Quarterly

  Journals

  ISSN: 1061-6934 , eISSN: 1557-2528

• Retail and Marketing Review

  Journals

  ISSN: 1817-4428

• Journal of Relationship Marketing

  Journals

  ISSN: 1533-2667