The analysis of the impact of selected communication channels on the selected city population’ opinion

• Autorzy: Bacik R. , Mihal J. , Fedorko R.

Warianty tytułu

PL

Analiza wpływu wybranych kanałów komunikacji na opinię populacji wybranego miasta

• Języki publikacji: EN

Abstrakty

EN

The aim of the article is to describe specific aspects of communication media in city marketing from the perspective of city residents. The article clarifies the impact of selected marketing communication channels on building a positive image in the eyes of the population, and proposes a model of the efficient use of these channels focused on the satisfaction of citizens. In assessing the direction of the issue the article summarizes the theoretical basis of public relations in the online environment, the issue of public opinion and image. Another aim of the article is to evaluate the opportunities this issue brings for marketers while pointing out its pitfalls.

PL

Celem artykułu jest przedstawienie określonych aspektów środków komunikacji w marketingu miasta z perspektywy mieszkańców miasta. Artykuł objaśnia wpływ wybranych kanałów komunikacji marketingowej na budowanie pozytywnego wizerunku w oczach społeczeństwa i proponuje model efektywnego wykorzystania tych kanałów skoncentrowanych na zadowoleniu mieszkańców. Artykuł podsumowuje teoretyczne podstawy public relations w środowisku online, kwestie opinii publicznej i wizerunku. Innym celem artykułu jest ocena możliwości, jakie daje to marketingowcom, zwracając jednocześnie uwagę na związane z tym pułapki.

Słowa kluczowe

EN

marketing communication channels; public opinion; communication strategy of city; city image

PL

kanały komunikacji marketingowej; opinia publiczna; strategia komunikacyjna miasta; wizerunek miasta

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2015
• Tom: Vol. 12, No. 2
• Strony: 7--14
• Opis fizyczny: Bibliogr. 33 poz., tab.

Twórcy

autor

Bacik R.

• University of Prešov in Prešov - Faculty of Management

autor

Mihal J.

• University of Prešov in Prešov - Faculty of Management

autor

Fedorko R.

• University of Prešov in Prešov - Faculty of Management

Bibliografia

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Uwagi

EN

1. This article is one of the partial outputs under the scientific research grant VEGA 1/0857/15 "Research of economically significant factors of perception of reputation and its dominant contexts in relation to the success in the processes of e-commerce and e-marketing on the Slovak Virtual Market".