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Fajczak-Kowalska Anita (Politechnika Łódzka), Marynowska Anna (Uniwersytet Łódzki), Ziemiński Piotr (Uniwersytet Łódzki)
The Influence of Social Media Marketing on the Company's Share Prices
Przedsiębiorczość i Zarządzanie, 2017, t. 18, z. 4, cz. 1, s. 331-345, rys., bibliogr. 20 poz.
Entrepreneurship and Management
Tytuł własny numeru
Agile Commerce - świat technologii i integracji procesowej
Słowa kluczowe
Handel elektroniczny, Biznes elektroniczny, Media społecznościowe
e-commerce, e-business, Social media
In the contemporary world conservative and old-fashioned marketing strategies do not work to the advantage of the launching company. In order to gain the competitive edge and then retain the competitiveness on the market, companies should keep abreast of the fast changing world by stocking up on modern marketing tools catering for the needs of burgeoning generation Z, soon to have the biggest purchasing power of all. Admittedly, there is a growing trend towards communicating and purchasing goods online. A company which desires to be the leader in its field should take advantage of the virtual ways of promoting itself. This paper examines whether social media marketing affect significantly the company's share price. Conducted research is based on qualitative and quantitative data analysis from sources like Eurostat dataset, Stooq, Google Trends and (original abstract)
Pełny tekst
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