The Role of Social Media in Firms’ Marketing Communication in the Polish Market
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- Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
- Khan, Imran, 2022. "Do brands’ social media marketing activities matter? A moderation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
- Diego Gudiño & María Jesús Fernández-Sánchez & María Teresa Becerra-Traver & Susana Sánchez, 2022. "Social Media and the Pandemic: Consumption Habits of the Spanish Population before and during the COVID-19 Lockdown," Sustainability, MDPI, vol. 14(9), pages 1-12, May.
- Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
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More about this item
Keywords
Internet; social media; marketing strategies and actions; COVID-19 pandemic.;All these keywords.
JEL classification:
- M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
- M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics
- M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
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