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Jabłońska Marta R. (University of Lodz)
Visual Content Marketing Tools Deployment Among Polish, Public Higher Education Institutions
Przedsiębiorczość i Zarządzanie, 2016, t. 17, z. 11, cz. 1, s. 155-168, rys., tab., bibliogr. 33 poz.
Entrepreneurship and Management
Tytuł własny numeru
Agile Commerce - zarządzanie informacją i technologią w biznesie
Słowa kluczowe
Media społecznościowe, Internet, Szkolnictwo wyższe, Web 2.0
Social media, Internet, Higher education, Web 2.0
In the beginning of 21st century, there has been widespread of Web 2.0 sites that especially put emphasis on user-generated content, usability and interoperability. Nowadays, it seems obvious for vast number of companies that social media can be a powerful marketing strategy tool. Combined with content marketing, social media enable to build long-term relation and drive beneficial customer action. Content marketing concentrates on creating and distributing valuable, relevant, and reliable information in order to acquire and retain consumers. Nowadays, communication via Facebook looks as if it is not enough for building a strong bond with customers. With raising popularity of social media basing on visual composition (i.e. Instagram, YouTube, Pinterest, Flickr) content like films, podcasts, photos or infographics is getting more and more popular. The aim of this paper is to present a deployment of social media based on selected visual content marketing tools among Polish higher education institutions. To reach this goal, data about advance in their usage for each institution were collected and then analyzed. (original abstract)
Pełny tekst
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