Social media in the context of marketing innovations—based on own research among service companies from Szczecin

Based on observation of the market and the need for change the process of creating marketing innovations in service companies in Szczecin, the author adopted as the aim of the article the identification of new marketing solutions for the service market by way of an evaluation of the possibility of t...
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Autor*in:	Martyna Kostrzewska [verfasserIn]

Format:	E-Artikel
Sprache:	Englisch ; Polnisch

Erschienen:	2020

Schlagwörter:	marketing innovations social media service companies

Übergeordnetes Werk:	In: Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie - Malopolska School of Economics in Tarnow, Poland, 2021, 47(2020), 3, Seite 117-131
Übergeordnetes Werk:	volume:47 ; year:2020 ; number:3 ; pages:117-131

Links:	Link aufrufen Link aufrufen Link aufrufen Journal toc Journal toc

DOI / URN:	10.25944/znmwse.2020.03.117131

Katalog-ID:	DOAJ014561999

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language	English Polish
source	In Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie 47(2020), 3, Seite 117-131 volume:47 year:2020 number:3 pages:117-131
sourceStr	In Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie 47(2020), 3, Seite 117-131 volume:47 year:2020 number:3 pages:117-131
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author	Martyna Kostrzewska
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title	Social media in the context of marketing innovations—based on own research among service companies from Szczecin
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title_sort	social media in the context of marketing innovations—based on own research among service companies from szczecin
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title_auth	Social media in the context of marketing innovations—based on own research among service companies from Szczecin
abstract	Based on observation of the market and the need for change the process of creating marketing innovations in service companies in Szczecin, the author adopted as the aim of the article the identification of new marketing solutions for the service market by way of an evaluation of the possibility of taking advantage of social media potential and social media activities carried out by local companies. In assessing the tools characteristic of new media and the attitude of companies towards these tools, an attempt was made to identify opportunities for companies to use social media. As part of the research, a questionnaire was used that was targeted at owners and managers of local companies from Szczecin. The study was expanded to include virtual ethnography, which involved observation of a company’s profile on social media. The article presents a proprietary classification of social media by social channels and their functions. The author has paid particular attention to breaking down social media not by the technology they use, but by their practical applications.
abstractGer	Based on observation of the market and the need for change the process of creating marketing innovations in service companies in Szczecin, the author adopted as the aim of the article the identification of new marketing solutions for the service market by way of an evaluation of the possibility of taking advantage of social media potential and social media activities carried out by local companies. In assessing the tools characteristic of new media and the attitude of companies towards these tools, an attempt was made to identify opportunities for companies to use social media. As part of the research, a questionnaire was used that was targeted at owners and managers of local companies from Szczecin. The study was expanded to include virtual ethnography, which involved observation of a company’s profile on social media. The article presents a proprietary classification of social media by social channels and their functions. The author has paid particular attention to breaking down social media not by the technology they use, but by their practical applications.
abstract_unstemmed	Based on observation of the market and the need for change the process of creating marketing innovations in service companies in Szczecin, the author adopted as the aim of the article the identification of new marketing solutions for the service market by way of an evaluation of the possibility of taking advantage of social media potential and social media activities carried out by local companies. In assessing the tools characteristic of new media and the attitude of companies towards these tools, an attempt was made to identify opportunities for companies to use social media. As part of the research, a questionnaire was used that was targeted at owners and managers of local companies from Szczecin. The study was expanded to include virtual ethnography, which involved observation of a company’s profile on social media. The article presents a proprietary classification of social media by social channels and their functions. The author has paid particular attention to breaking down social media not by the technology they use, but by their practical applications.
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title_short	Social media in the context of marketing innovations—based on own research among service companies from Szczecin
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