LEADER 02350aam 2200373 n 450 001 9910874772403321 005 20250618102223 010 $a83-8142-282-5 035 $a(CKB)4100000007927551 035 $a(ceeol)ceeol838469 035 $a(CEEOL)838469 035 $a(EXLCZ)994100000007927551 100 $a20252218d2018 ||l | 101 0 $apol 200 1 $aKapita? marki w mediach spo?eczno?ciowych. Perspektywa konsumenta$fMa?gorzata Karpi?ska-Krakowiak 210 $a?ód? [Poland] $cWydawnictwo Uniwersytetu ?ódzkiego$d2018 215 $a1 online resource (1 p. 176) 225 $aUniwersytet ?ódzki 311 08$a83-8142-281-7 330 $aSocial media have been employed in marketing communication for several years. However, there is a shortage of scientific research covering the correlation between brand activity in the digital environment and the consumers? behaviour. Therefore, the main goal of this publication has been to evaluate the possibilities of creating brand equity in social media and to define the role of various psychological factors appearing in this process. Through a number of research steps, the author has analysed contemporary marketing communication campaigns in social media. On this basis, a new message categorization has been presented. An experimental analysis was then conducted to find out the type of messages and consumer predisposition conducive to building brand equity. The influence of brand equity itself on the responsiveness of internet users was also tested. The research results make it possible to predict the effectiveness of marketing communication in social media. Thus, they can be helpful not only to scientists, but also to entrepreneurs and the employees of advertising and media agencies. 606 $aEconomy 606 $aMarketing / Advertising 606 $aICT Information and Communications Technologies 615 0$aEconomy 615 0$aMarketing / Advertising 615 0$aICT Information and Communications Technologies 700 $aKarpi?ska-Krakowiak$b Ma?gorzata$01826660 712 02$aCentral and Eastern European Online Library 801 0$bceeol 801 1$bceeol 906 $aBOOK 912 $a9910874772403321 996 $aKapita? marki w mediach spo?eczno?ciowych. Perspektywa konsumenta$94394678 997 $aUNINA