Academic literature on the topic 'Marketing w Instagramie'

Instagram jest jednym z najpopularniejszych mediów społecznościowych na świecie. Używa się go zarówno w komunikacji, jak i promocji. Celem niniejszego artykułu jest wskazanie Instagramu jako skutecznego instrumentu komunikacji marketingowej oraz atrakcyjności serwisu w polityce marketingowej firm w zakresie promocji i budowania relacji z klientem. Praca powstała na podstawie studiów literaturowych z zakresu marketingu ze szczególnym uwzględnieniem komunikacji marketingowej i social media. W artykule przedstawiono wyniki badań własnych dotyczących oceny Instagramu jako instrumentu komunikacji marketingowej.

Celem artykułu jest zdefiniowanie influencer marketingu i jego wykorzystania w procesie kreowania wizerunku marki oraz podejmowania decyzji zakupowych. Scharakteryzowano pojęcie influencera, zastosowanie Facebooka i Instagramu w tym zakresie. Wykorzystując przykłady 4 marek ( Żywiec Zdrój, Huawei, Daniel Wellington, NA-KD) opisano udział ambasadorów i influencerów w procesie kreowania wizerunku marek oraz promocji ich produktów. Przeprowadzono badanie ankietowe aby zweryfikować założenie badawcze dotyczące wpływu influencerów na rozpoznawalność i wizerunek marki oraz podejmowanie decyzji zakupowych. Marki Daniel Wellington oraz NA-KD wykorzystano do zilustrowania potencjału istniejącego w twórcach posiadających małe zasięgi na platformach społecznościowych, a marki Żywiec Zdrój i Huawei współpracowały z rozpoznawalnymi influencerami będącymi równocześnie ich ambasadorami (M. Wojciechowska i K. Wojewódzki). Jak wynika z przeprowadzonego badania ambasadorowie marek a zarazem influencerzy zwiększają rozpoznawalność marki i wpływają na jej wizerunek wśród konsumentów. Z kolei polecenie influencera ma większy wpływ na podejmowanie decyzji zakupowych niż ambasadorzy marek. Przeprowadzono analizę literatury przedmiotu i materiałów źródłowych, wykorzystano metodę studium przypadku i sondażu diagnostycznego.

Wyniki badań wskazują na dużą skuteczność narzędzi internetowych w procesie komunikacji marketingowej na rynku hotelowym. Internet zmienia rynek z miejsca, na przestrzeń, osobiste kontakty kupującego i sprzedającego uzupełnia o działania za pośrednictwem sieci. Przede wszystkim jednak poprawia pozycję transakcyjną konsumenta poprzez zmniejszenie asymetrii informacji. Zalety wykorzystania Internetu w marketingu, wynikają przede wszystkim z jego cech użytkowych, do których można zaliczyć przede wszystkim: globalny zasięg oddziaływania, szybkość reakcji, multimedialny charakter, brak ograniczeń czasowych, elastyczność działania, interaktywność i przyjazny charakter dla środowiska przyrodniczego. Celem poznawczym pracy jest identyfikacja głównych narzędzi marketingu społecznościowego wykorzystywanych na opolskim rynku hotelowym. Wyniki badań przeprowadzonych wśród pracowników i gości opolskich hoteli, wskazują na malejące znaczenie tradycyjnych mediów w komunikacji marketingowej. Badani wskazywali natomiast na duże znaczenie mediów społecznościowych w tym procesie. Najpopularniejsze z nich to: Facebook, Twitter, Instagram, Youtube oraz Pinterest. Wśród pozostałych narzędzi społecznościowych stosowano: biuletyny e-mailowe, widgety, głosowania, fora dyskusyjne oraz podcasty. W kontekście uzyskanych wyników badań należy spodziewać się dalszego rozwoju i wzrostu znaczenia marketingu społecznościowego na rynku hotelowym.

The role of social media marketing in television viewer relationship management based on the TV production 'Zakochani po uszy' Social media marketing is becoming the main aspect of strategies implemented by traditional media workers. The aim of the study is an analysis of an impact this kind of internet marketing has on television viewer relationship management, in the form of case study. The author’s intention was to do the qualitative research on the TV production Zakochani po uszy created by TVN, including its promotion through an official profile on the social networking site called Instagram in terms of building relationships with viewers along with holistic and deepened description of analysed phenomena. In the study, the author presents the results of the research based on non-participant observation of the official profile of Zakochani po uszy on Instagram, in-depth interview with a person responsible for public relations of the series, results of the survey along with data analysis, which contains viewership and statistics from analysed profile. These activities enabled solving the research problem phrased as a question: how is the strategy, which is to create strong relations with viewers, formulated and answering detailed research questions posed in the study.

Internet marketing is becoming more and more popular nowadays, with entrepreneurs increasingly deciding to conduct marketing communication using this medium. The most frequently used tool is social media. Internet marketing creates many opportunities, allowing for the reduction of advertising costs and reaching a much larger number of recipients than traditional advertising. The main purpose of this article is to present the opportunities created by social media both in the context of general promotion and in relation to promoting a scientific event, which is the Wroclaw Annual International Conference on Health and Lifestyle (WAICHL). The article was based on one’s own research, for which it was necessary to plan and conduct communication on social media and analyze the results of the promotion, using the tools offered by Facebook and Instagram, as well as using the Google Analytics platform. The research was based on statistical data on the reactions and behavior of the recipients of the published content. The entire process of creating a marketing communication strategy was presented, and results of activities carried out were summarized, assessing whether social media is an appropriate advertising tool.

Celem niniejszego opracowania jest analiza wykorzystania mediów społecznościowych w komunikacji marketingowej przez małe przedsiębiorstwa. Dla zrealizowania celu dokonano systematycznego przeglądu literatury w bazach Scopus i Google Scholar opublikowanych w latach 2018–2021 w języku angielskim. Uzupełniająco przeprowadzono tradycyjny przegląd literatury zarówno polskiej, jak i zagranicznej, raportów oraz danych statystycznych. Dodatkowo przeprowadzono badania własne, które miały charakter badań ankietowych – sondażu diagnostycznego. Jako narzędzie badawcze wykorzystano autorski kwestionariusz zawierający metryczkę oraz pytania zamknięte. Odpowiedzi od respondentów zebrano metodą CAWI. Wnioski, które wyciągnięto, są następujące: najczęściej badane przedsiebiorstwa komunikują się z rynkiem poprzez portal społecznościowy Facebook, następnymi wskazynymi przez respondentów środkami komunikacji były Messenger i Instagram, w małym stopniu w komunikcji z rynkiem małe przedsiębiorstwa wykorzystywały aplikację WhatsApp oraz serwis YouTube, natomiast nie korzystały ze Snapchatu i WeChatu. Wartością dodaną artykułu są implikacje dla małych przedsiębiorstw związane z podejmowaniem lepszych decyzji dotyczących wykorzystywania mediów społecznościowych (social marketingu) w komunikacji z rynkiem.

ABSTRAK
 Tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi pemasaran untuk meningkatkan penjualan pada Usaha Keripik Singkong MGR. Dalam penelitian ini menggunakan metode deskriptif kualitatif dengan analisis SWOT dan teknik pengumpulan data terdiri dari wawancara, observasi, dan dokumentasi. Hasil dari penelitian ini Factor lingkungan internal (kekuatan dan kelemahan) yaitu sumber daya manusia, produk, harga, tempat, dan promosi. Faktor lingkungan eksternal (peluang dan ancaman) yaitu pesaing, bahan baku, konsumen, dan teknologi. Untuk strategi yang digunakan dalam meningkatkan penjualan usaha keripik singkong MGR adalah strategi S-O yaitu menjaga kualitas dan ketersediaan keripik singkong serta memanfaatkan tempat yang ramai, strategi S-T yaitu menambah daerah pemasaran dan meningkatkan produksi dengan menambah keterampilan dan kemampuan. strategi W-O yaitu melakukan kerjasama antar pengusaha dan pengusaha memberi nama pada rombong, dan strategi W-T bekerjasama dengan pemasok bahan baku dan meningkatkan promosi. Strategi yang bisa dibuat pertimbangan untuk meningkatkan penjualan yaitu 1) Segi produk : Menambah rasa yang dibuat secara alami, seperti rasa pedas manis, pedas, dan pedas gurih. 2) Segi Harga : Tetap menjaga kualitas produk. 3) Segi Tempat : Memperluas daerah pemasaran, misal di sekitar Tulungagung. 4) Segi promosi : meningkatkan promosi melalui media sosial seperti instagram dan facebook.
 Kata Kunci: Analisis SWOT, Strategi Pemasaran
 
 ABSTRACT
 The purpose of this study was to find out how the marketing strategy to increase sales at MGR's Cassava Chips Business. In this study using a qualitative descriptive method with SWOT analysis and data collection techniques consisting of interviews, observations, and documentation. The results of this study are internal environmental factors (strengths and weaknesses) namely human resources, products, prices, places, and promotions. External environmental factors (opportunities and threats) are competitors, raw materials, consumers, and technology. For the strategy used in increasing sales of MGR's cassava chips business is the S-O strategy, namely maintaining the quality and availability of cassava chips and utilizing crowded places, the S-T strategy is adding marketing areas and increasing production by adding skills and abilities. The W-O strategy is to collaborate between entrepreneurs and entrepreneurs to give names to the group, and the W-T strategy is to cooperate with suppliers of raw materials and increase promotions. Strategies that can be considered to increase sales are 1) In terms of products: Adding flavors that are made naturally, such as sweet spicy, spicy and savory flavors. 2) In terms of price: Maintain product quality. 3) Location: Expanding the marketing area, for example around Tulungagung. 4) Promotion: increasing promotion through social media such as Instagram and Facebook.
 Keywords : SWOT Analysis, Marketing Strategy

The Use of Social Media in Marketing Communication of Polish Universities Social media has revolutionized communication between the sender and recipient of media messages. Thus, it is barely surprising that Polish universities use social media to communicate with Gen Y and Gen Z – generations whose members do not remember life without the Internet and social media. The goal of this article is to analyze the activity of Polish universities in social media, including Facebook, Instagram, LinkedIn, Snapchat, and TikTok. The analysis was based on quantitative empirical research, embracing all universities in Poland. The study included variables such as the size of the university, location of the university, and ownership structure (public and non-public universities). The results proved that Facebook remains the primary communication tool for Polish universities, and its position seems to be unbeatable. On the other hand, Polish universities still do not communicate on TikTok or Snapchat, which is a missed opportunity to come into being in portals addressed to the younger generation. The most popular innovative tool in extensive use is chatbots. The most important variable explaining different communication patterns was the size of the university, but – in case of some – portals, we discovered other significant relationships.

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Sharenting is a habit of using social media to share content that disseminates pictures, videos, information, and parenting styles for their children. The purpose of this article is to describe the sharenting phenomenon that occurs among young parents, and the importance of parenting programs, rather than protecting children's privacy. Writing articles use a qualitative approach as a literature review method that utilizes various scientific articles describing the sharenting phenomenon in various countries. The findings show that sharenting behaviour can create the spread of children's identity openly on social media and tends not to protect children's privacy and even seems to exploit children. Apart from that, sharenting can also create pressure on the children themselves and can even have an impact on online crime. This article is expected to provide benefits to parents regarding the importance of maintaining attitudes and behaviour when sharing and maintaining children's privacy and rights on social media.
 Keywords: Sharenting on social media, Children's Privacy, Parenting Program
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