Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently: Marketing i Zarządzanie

ISSN: 1509-0507     eISSN: 2353-2874    OAI    DOI: 10.18276/pzfm.2015.41/1-05
CC BY-SA   Open Access   CEEOL

Issue archive / ZN 875 PZFiM nr 41 t. 1
Analiza postaw internautów wobec marki w mediach społecznościowych
(Analysis of Attitudes of Internet Users Towards the Brand in Social Media)

Authors: Magdalena Brzozowska-Woś
Politechnika Gdańska
Keywords: social media internet users brand image content analysis
Data publikacji całości:2015
Page range:14 (67-80)
Cited-by (Crossref) ?:


The aim of this paper is to present the role played by social media and internet users comments on shaping the image of the brand among users of the network. The paper also presents the results of observation of the activity of Polish internet users regarding one of the Polish food brands. Network users put on the internet a variety of content linked directly or indirectly with brands. The task of the organization, as in the case of other media, is to stimulate the interest in the brand and  constant monitoring of its image in the appearing content.
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