Social media as space for communication with customers in the high-proof alcoholic beverages industry

Article Sidebar


pdf (Język Polski)

Published:
Jun 28, 2013
Issue
No. 9(58) (2013)
Section
Articles
CitedBy/Share
Crossref
Scopus
Google Scholar
Europe PMC

Main Article Content

Katarzyna Liczmańska
Uniwersytet Mikołaja Kopernika w Toruniu, Wydział Nauk Ekonomicznych i Zarządzania, Katedra Zarządzania Przedsiębiorstwem

DOI: https://doi.org/10.22630/PEFIM.2013.9.58.23
Keywords : Internet, brand, brand management, social media, the high-proof alcoholic beverages industry
Abstract
The range of available media has been transformed recently. In the face of the crisis of trust shown to traditional media we can observe a growing interest in social platforms. Social media are being treated by customers as a more reliable source of information than traditional instruments of marketing communication. This consumer growing interest has led to the situation in which functioning in social media impacts considerably the process of shaping brands. Legal restrictions imposed on advertising alcoholic beverages cause serious impediments to reaching the group of recipients of marketing communication. Social media with their growing strength of impact are becoming a valuable space for communication with customers in the high-proof alcoholic beverages industry. The purpose of this article is to show the range of use of social media by companies from the high-proof alcoholic beverages industry. The author has presented an analysis of communication activities by managers managing brands known Polish vodka based on the observation of two types of popular sites Facebook and YouTube.

Article Details

How to Cite
Liczmańska, K. (2013). Social media as space for communication with customers in the high-proof alcoholic beverages industry. The Scientific Journal European Policies, Finance and Marketing, (9(58), 279–287. https://doi.org/10.22630/PEFIM.2013.9.58.23
References

Bruhn M., Schoenmueller V., Schäfer D.B., Are social media replacing traditional media in terms of brand equity creation?, Management Research Review, Vol. 35 Iss: 9/2012, s.770-790. (Crossref)

Drab-Kurowska A., Social media marketing w marketingu XXI wieku, [w:] red. G. Rosa, A. Smalec, Marketing przyszłości. Trendy. Strategie. Instrumenty. Komunikacja marketingowa podmiotów rynkowych, Wydawnictwo Naukowe Uniwersytetu Szczecińskiego, Szczecin 2012, s. 175-186.

Garrigos-Simon F.J., Alcamí R.L., Ribera T.B., Social networks and Web 3.0: their impact on the management and marketing of organizations, Management Decision, Vol. 50 Iss: 10/2012, s.1880 - 1890. (Crossref)

Grzegorczyk A., Reklama, Polskie Wydawnictwo Ekonomiczne, Warszawa 2010.

Hsu, M., Ju, T., Yen, C., Chang, C., Knowledge sharing behavior in virtual communities: the relationship between trust, self-efficacy, and outcome expectation, International Journal of Human-Computer Studies, Vol. 65 No.2/2007, s.153-69. (Crossref)

Kaczorowska-Spychalska D., Portale społecznościowe w strategii komunikacji, [w:] red. Z. Waśkowski, Komunikacja rynkowa. Kultura. Perswazja. Technologia, Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu, Poznań 2011, s. 11-20.

Kalpic, B., Bernus, P., Business process modeling through the knowledge management perspective, Journal of Knowledge Management, Vol. 10 No.3/2006, s.40-56. (Crossref)

Kleemann, F., Voß, G.G., Rieder, K., Un(der)paid innovators: the commercial utilization of consumer work through crowdsourcing, Science, Technology & Innovation Studies, Vol. 4 No.1, July, s. 5-26, 2008.

Kozłowska A., Reklama. Techniki perswazyjne, Oficyna Wydawnicza Szkoła Główna Handlowa w Warszawie, Warszawa 2011.

Liczmańska K., Marka jako narzędzie komunikacji marketingowej w warunkach zakazu reklamy publicznej na przykładzie sektora alkoholi wysokoprocentowych, [w:] red. Z. Waśkowski, Komunikacja rynkowa. Kultura. Perswazja. Technologia, Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu, Poznań 2011, s. 288-300. (Crossref)

Liczmańska K., Silna marka jako kluczowy instrument budowania przewagi konkurencyjnej w sektorze alkoholi wysokoprocentowych, Zeszyty Naukowe Uniwersytetu Szczecińskiego, Problemy Zarządzania Finanse i Marketing nr 24, Szczecin 2012.

Lin, F., Hsueh, C., Knowledge map creation and maintenance for virtual communities of practice, Information Processing and Management, Vol. 42 No.2/2006, s. 551-68. (Crossref)

Mazurek G.: Blogi i wirtualne społeczności - wykorzystanie w marketingu. Wolters Kluwer Polska. 2008.

Nicholls R., Strategia komunikacji - perspektywa: konsument - konsument, [w:] red. B. Pilarczyk, Komunikacja rynkowa. Strategie i instrumenty, Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu, Poznań 2011, s. 53-62.

Schneckenberg, D., Web 2.0 and the shift in corporate governance from control to democracy, Knowledge Management Research & Practice, Vol. 7/2009, s. 234-48. (Crossref)

Vouri M., Exploring uses of social media in a global corporation, Journal of Systems and Information Technology, Vol. 14, Iss: 2/2012, s. 155-170. (Crossref)

Zarządzanie relacjami z klientami, praca zbiorowa pod red. A. Wiśniewskiej, Wyższa Szkoła Promocji, Warszawa 2009.

www.iabpolska.pl [dostęp: 02.11.2012]

www.interbrand.pl [dostęp: 02.11.2012]

www.komputerswiat.pl [dostęp: 02.11.2012]

www.polskieradio.pl [dostęp: 02.11.2012]

www.socialpress.pl [dostęp: 02.11.2012]

Statistics

Downloads

Download data is not yet available.
Recommend Articles
Licence
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

All articles published in European Policies, Finance and Marketing are fully open access. In this way, the scientific research results contained in articles published in our journal are available to every reader free of charge - in accordance with the CC BY-NC license (https://creativecommons.org/licenses/by-nc/4.0/).

 

According to the CC BY-NC license you are free to:

  1. Share — copy and redistribute the material in any medium or format
  2. Adapt — remix, transform, and build upon the material

The licensor cannot revoke these freedoms as long as you follow the license terms.

Under the following terms:

  1. Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  2. NonCommercial — You may not use the material for commercial purposes .
  3. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

Source: https://creativecommons.org/licenses/by-nc/4.0/deed.en

According to that, the authors retain the copyright and full publishing rights.