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The use of social media in communication and branding

Author

Listed:
  • Ewa Jaska

    (Warsaw University of Life Sciences)

  • Agnieszka Werenowska

    (Warsaw University of Life Sciences)

Abstract

Searching for information on products and services combined with the growing interest in social media make them important channels of marketing communication and more and more companies see their advertising potential. In order to demonstrate the role of social media in shaping the corporate image and branding the paper discusses the reasons for companies’ interest in this form of communication, its application in the internal communication system as well as the benefits and risks of a brand engagement in social media. According to the research presented in the literature and our own study social marketing has become an important and desirable channel for image building and brand promotion.

Suggested Citation

  • Ewa Jaska & Agnieszka Werenowska, 2014. "The use of social media in communication and branding," Ekonomia i Prawo, Uniwersytet Mikolaja Kopernika, vol. 13(1), pages 47-58, March.
    • Handle: RePEc:cpn:umkeip:v:13:y:2014:i:1:p:47-58
    DOI: 10.12775/EiP.2014.004
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    More about this item

    Keywords

    social media; marketing communication; internal communication; brand communication;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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