ISSN: 1896-382X
eISSN: 2353-2866
OAI
Issue archive /
nr 117 2015
Efekty wykorzystania konwergencji mediów społecznych i mobilnych w marketingu. Studium badawcze
(Effects of convergence of mobile and social media in marketing – a research study)
| Authors: |
Beata
Butryn
Uniwersytet Ekonomiczny we Wrocławiu Robert Kutera Uniwersytet Ekonomiczny we Wrocławiu |
| Keywords: | social media mobile media marketing media convergence |
| Whole issue publication date: | 2015 |
| Page range: | 10 (393-402) |
Abstract
The article presents the current situation on the market of social and mobile media in the context of marketing activities of Polish enterprises. The discussion focused on the search for the effects of the convergence of both media. In pursuit of gaining the purpose there are presented independent the premises of mobile and social media usage in marketing and ways how to use them. The convergence of the two categories of media has been shown in the case study and analysis of the survey results from the perspective of the consumer and enterprise in marketing communication. This article is part of a project funded by the National Science Centre awarded based on the decision number DEC-2011/03/B/HS4/04291.
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Bibliography
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