Ekonomiczne Problemy Usług (Jan 2015)

Efekty wykorzystania konwergencji mediów społecznych i mobilnych w marketingu. Studium badawcze

  • Beata Butryn,
  • Robert Kutera

Journal volume & issue
Vol. 117


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The article presents the current situation on the market of social and mobile media in the context of marketing activities of Polish enterprises. The discussion focused on the search for the effects of the convergence of both media. In pursuit of gaining the purpose there are presented independent the premises of mobile and social media usage in marketing and ways how to use them. The convergence of the two categories of media has been shown in the case study and analysis of the survey results from the perspective of the consumer and enterprise in marketing communication. This article is part of a project funded by the National Science Centre awarded based on the decision number DEC-2011/03/B/HS4/04291.