TY - JOUR
TI - Necromarketing Strategies of Positioning Information Products – The Example of Polish Online Information Servics
AU - Laberschek, Marcin
TI - Necromarketing Strategies of Positioning Information Products – The Example of Polish Online Information Servics
AB - 
	Through the selection of human death incidents and the appropriate title design, Internet portals make information available to readers in a unique way. This article presents how the most popular Polish online information services (onet.pl, gazeta.pl, wp.pl and interia.pl), using necromarketing practices for positioning information products. Research provided in this paper shows that the most intensified activities in necromarketing scope are conducted by interia.pl. It concerns both the intensity of sharing such headlines on the home page and the most expressive composition of them. The activities of this portal Author called as the strategy of necromarketing offensive. The other three websites implement a strategy of necromarketing mimeticism – similar to the competition for the presentation of death related topics.
VL - 2017
IS - Volume 5, Issue 2
PY - 2017
C1 - 2354-0214
SP - 35
EP - 60
DO - 10.4467/23540214ZM.17.004.7293
UR - https://ejournals.eu/en/journal/zarzadzanie-mediami/article/nekromarketingowe-strategie-pozycjonowania-produktow-informacyjnych-w-serwisach-internetowych
KW - necromarketing
KW - information
KW - information products
KW - information services
KW - information online