@article{335571d2-2854-4ef8-8493-dad3d0c8d25c,
author = {Małgorzata  Budzanowska-Drzewiecka },
title = {Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej},
journal = {Zarządzanie Mediami},
volume = {2021},
number = {Tom 9, Numer 2},
year = {2021},
issn = {},
pages = {281-296},keywords = {marketing communication; social media; integrated marketing communication},
abstract = {The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication

	The paper aims to systematise the modifications within the concept of integrated marketing com­munication, resulting from the usage of social media in the companies’ communication practic­es. Based on the literature review, the current challenges of integrating social media into market­ing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communi­cation through the evolving social media and the theoretical discussion on the conceptual frame­work of integrated marketing communication.

	JEL: M37, M31},
doi = {10.4467/23540214ZM.21.017.13412},
url = {https://ejournals.eu/czasopismo/zarzadzanie-mediami/artykul/wyzwania-stosowania-dzialan-marketingowych-poprzez-media-spolecznosciowe-z-perspektywy-zintegrowanej-komunikacji-marketingowej}
}