TY - JOUR
TI - Strategia mitu w marketingu filmowych profili facebookowych
AU - Le Viet-Błaszczyk, Milena
TI - Strategia mitu w marketingu filmowych profili facebookowych
AB - 
	Myth Strategy in Social Media Film Marketing

	Nowadays, many marketing activities involve the implementation of modern solutions. One of these may be the use of social media. Concomitantly, marketing can also use well-known techniques that have been working for years in many different areas – such as those that refer to the attributes of myth.

	The aim of this paper is to present the results of research on the use of myth strategy in social media marketing in the Polish film market. In order to achieve this goal, a literature review has been conducted and research of the best film-related Facebook profiles has been carried out. The study identified multiple ways to implement the myth strategy using the strategies of monomyth, bricolage, and counter-intuitiveness.
VL - 2022
IS - Tom 23, Numer 2
PY - 2022
SN - 1896-8201
C1 - 2084-3976
SP - 133
EP - 152
DO - 10.4467/20843976ZK.22.009.16163
UR - https://ejournals.eu/czasopismo/zarzadzanie-w-kulturze/artykul/strategia-mitu-w-marketingu-filmowych-profili-facebookowych
KW - social media
KW - myth strategy
KW - film marketing
KW - Facebook