ejournals

Informacje

https://orcid.org/0000-0003-4781-0118

Afiliacja

Uniwersytet Gdański

ul. Bażyńskiego 1a 80-952 Gdańsk

Polska

ROR ID:

Ikona Research Organization Registry 011dv8m48

ISNI ID: 0000 0001 2370 4076

GRID ID: grid.8585.0

Artykuły

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Polska Akcja Humanitarna – lider społeczny na portalu społecznościowym Facebook

Sylwia Kuczamer-Kłopotowska

Zarządzanie Mediami, Tom 4, Numer 4, 2016, s. 227-239

https://doi.org/10.4467/23540214ZM.16.012.6526

Polish Humanitarian Organization – the social leader at Facebook

In the age of continued instability, constant crises, age of not coping with building-up problems of the globalizing world, increasingly the role of social leaders is taken by non-governmental organizations, such as Polska Akcja Humanitarna. It quickly and accurately diagnoses social problems, in order to reduce them. In order to meet the challenges posed in front, not only by its own region or country, but also by the globalizing world, it performs its tasks at the level of the general public. In carrying out the mission of global humanitarian aid it uses, inter alia, modern marketing communications tools, including the interactive communication in social media.

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Rola Google w komunikowaniu treści blogów w segmencie polskich młodszych millenialsów

Sylwia Kuczamer-Kłopotowska

Zarządzanie w Kulturze, Tom 19, Numer 2, 2018, s. 123-135

https://doi.org/10.4467/20843976ZK.18.010.8738

A blog as a tool of broadly understood electronic social communication is already a relatively mass and mature phenomenon; nevertheless, it is constantly absorbing the new capabilities and opportunities for development that appear in the environment. A similar phenomenon is observed on the Polish market, as the nature and profile of the Polish blogosphere is evolving due to the permanent development of new social media tools. New trends are emerging, and great emphasis is placed on the importance of selected aspects of blogging and online presence.

This study discusses the validity of the thesis on the vital role of Google in communicating blog content despite the rising significance of social channels in this field.

Based on the literature analysis in the introductory part of the study, the theoretical aspects of communication in social media are discussed, in particular the specific nature of blogging and blogosphere. The communication and social profile of the Y generation as the most populous segment in the community of Polish bloggers is also presented. In the discussion on trends in the Polish blogosphere, desk research is used in the form of reports and other industry studies analyses. In addition, the paper provides observations and conclusions from the author’s experiment which involved the young millennial generation representatives running non-commercial private blogs on any topic they chose.

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Storytelling w przekazie reklamowym marki Allegro

Sylwia Kuczamer-Kłopotowska

Zarządzanie Mediami, Tom 8, Numer 3, 2020, s. 201-218

https://doi.org/10.4467/23540214ZM.20.032.12050

Storytelling in the Allegro Brand Image Creation Process

The main objective of this study was to present the concept of storytelling as a modern, unconventional and creative tool for creating an advertising message on the example of the Allegro brand. The authors made a comparative analysis of two selected Allegro advertising spots, which are part of the campaign “What are you looking for?”. Based on the Freytag model, the compatibility of the advertising message structure with the concept of storytelling was examined. The campaign’s market effects were also described to assess the values the use of storytelling in an advertising message. Literature studies, desk research, media content analysis and case study with comparative analysis were used to achieve the research goal.

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Sylwia Kuczamer-Kłopotowska

Uniwersytet Gdański ( Polska)