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The effect of social media communication on consumer perceptions of brands
PublikacjaResearchers 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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Sentiment Analysis of Facebook Posts:the Uber case
PublikacjaThis article analyses the sentiment of opinions, i. e. its classification as phrases with a neutral, positive and negative emotional tone. Data used as a basis for the analysis were opinions expressed by Facebook users about Uber and collected in the period between July 2016 and July 2017. The primary objective of the study was to obtain information about the perceptions of Uber over thirteen consecutive months. The study confirms...
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Evaluation of a company’s image on social media using the Net Sentiment Rate
PublikacjaVast 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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Exploring the Role of Social Media Use Motives, Psychological Well-Being, Self-Esteem, and Affect in Problematic Social Media Use
PublikacjaGiven 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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Wykorzystanie mediów społecznościowych do promocji otwartości w badaniach naukowych na przykładzie Biblioteki Politechniki Gdańskiej
PublikacjaMedia społecznościowe są jednym ze sposobów na skuteczną promocję zasobów oraz usług bibliotecznych w obecnym świecie cyfrowym. Stanowią również niedocenianą możliwość komunikacji pomiędzy naukowcami, bibliotekarzami a czytelnikami. Biblioteka akademicka może aktywnie angażować się w proces upowszechniania dorobku naukowego uczelni, podejmując w tym celu różnorakie działania marketingowe, wykorzystując takie serwisy jak: Facebook,...
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S’attaquer à la suprématie du masculin sur le féminin : le français inclusif dans les publications des universités françaises dans les réseaux sociaux
PublikacjaThis paper aims to examine the use of inclusive French in the Internet publications of Paris universities on their social media. Three higher education institutions were selected: Paris Dauphine-PSL University, Gustave Eiffel University, and Sorbonne Paris North University. The publications were obtained from Facebook, Instagram, and LinkedIn. Firstly, the groups of people to whom the use of inclusive French referred...
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Influence of advertisement in social media in knowledge based economy
PublikacjaIn 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 Branding and Brand Loyalty, Social Network Users Brand Identification: Polish-French Model
PublikacjaSocial network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research, based on a multinational sample, is to fill the gap in understanding how users choose among social networking sites as an act of brand identification. The authors of the paper point to the fact that creating a personal brand is becoming more...
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Brand loyalty creation in the social network. Does the product category matter?
PublikacjaThe final goal of all marketers’ effort is to achieve a high level of loyalty toward their brands. Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand loyalty creation. The aim of this research, based on European sample, is to fill the gap in understanding the product category loyalty and brand loyalty relation as an output of brand identification...
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Technological and Media Platforms: Redefinition of Meanings as Symbolic Power over the Discourse
PublikacjaRedefining the meanings of such social terms as “likes” and “friends” on Facebook is a popular practice. In terms of consistency, the (auto)-redefinition of the term “platform” is itself particularly important from a media management perspective. The article proposes to consider the redefinition of meanings as a form of wielding non-transparent power over discourse. From this perspective, redefining a meaning is a form of holding...
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Personal Brand Value and Social Media, the Top Football Players’ Case
PublikacjaPersonal 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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Discriminatory expressions, the young and social networks: The effect of gender
PublikacjaIn the framework of the «Project I: CUD» (Internet: Creatively Unveiling Discrimination), carried out in the United Kingdom, Italy, Belgium, Romania and Spain, we conducted a study into the expressions of discrimination used by young people on social network sites. To do so we designed a methodological strategy for detecting discriminatory content in 493 Facebook profiles and used this strategy to collect 363 examples for further...
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Analiza sentymentu jako narzędzie monitorowania wyników finansowych przedsiębiorstwa
PublikacjaMedia 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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Caring for Children with Dravet Syndrome: Exploring the Daily Challenges of Family Caregivers
PublikacjaWhile Polish studies focus on the symptoms, causes and treatment of people suffering from Dravet syndrome (DS), much less is known about the situation of the family caregivers of DS children. This study was designed to explore the experiences, daily challenges and needs related to caring for DS children. An anonymous self-administered online questionnaire was developed. Thesurvey was completed by 75 family caregivers affiliated...
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Antecedents and outcomes of social media fatigue
PublikacjaPurpose – 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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Online brand communities’ contribution to digital business models
PublikacjaAbstract Purpose – There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to identify them behind the social mechanisms and present essential factors which should be applied in business models to foster value co-creation. Design/methodology/approach – Data were collected from a convenience sample of 712 cases gathered among...
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Customer Assessment of Brand Valuation and Social Media
PublikacjaThe 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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Władza misjonarzy. Zmierzch i świt świeckiej religii w Dolinie Krzemowej
Publikacja"Władza misjonarzy" to książka o misjonarskim zapale zmieniania świata i o kryzysie świeckiej religii towarzyszącej liderom nowych technologii, o ich świętokradztwach i sprofesjonalizowanej pokucie mającej przywrócić harmonię technologicznego raju na ziemi z Alphabetem, Metą, Apple i TikTokiem w roli głównej. Także o skruszonych inżynierach, żałujących każdej chwili, którą poświęcili na wymyślanie uzależniających algorytmicznych rozwiązań...
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The impact of brand communication on brand equity through Facebook
PublikacjaPurpose The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand...
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Getting to know the potential of social media in forest education
PublikacjaThe 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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Social media as an opportunity or a blind alley in social communication and forest education? – Experiences from Poland
PublikacjaThe 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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Media społecznościowe i ich znaczenie w edukacji przyrodniczej
PublikacjaMedia społecznościowe i ich rola w edukacji przyrodniczej. Media społecznościowe stają się nieodłącznym elementem spędzania wolnego czasu przez współczesne społeczeństwo. Niewiele osób zdaje sobie sprawę z możliwości wykorzystania tego zjawiska do celów edukacyjnych. W dwóch grupach społecznych przeprowadzono badania ankietowe dotyczące zagadnień przyrodniczych. Celem badań było uzyskanie...