Wyniki wyszukiwania - BazTech

1

Social networking as a communication tool for public transport companies in voivodship cities

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 194

649--661

EN

Purpose: The aim of this article is to present the changes in the use and basic advantages of social networks in the communication of public transport companies in voivodship cities. Design/methodology/approach: The study carried out consisted of analysing the content of the official websites belonging to the selected public transport service companies in order to see how the information on the social networks used (location of plug-ins) is shared, and a review of the active profiles on these sites was carried out to diagnose what content is published. The survey was conducted in October 2023. The results were cross-referenced with the corresponding survey carried out in 2017. Findings: The survey showed that of the 24 companies analysed from 18 cities, 20 use at least one of the social networks. The most common is Facebook - 19 companies have a profile, followed by YouTube - 9, Instagram - 7 and Twitter 5. 2 companies have profiles on 4 sites at the same time, 4 on 3 sites, 11 have 3 official profiles on different social networks, another 7 companies have 2 each and also 7 have one each. In the case of 4 entities, no profiles were found on social networks. The content, frequency and timeliness of publications on the profiles vary. Research limitations/implications: Social networks that were less popular at the time of writing (e.g. TikTok - official profiles were identified in 2 cases among the companies surveyed) were not included in the study. The objectives of the communication strategies of the individual entities are not known. This may be part of further research through in-depth interviews with those responsible for promoting the companies. It may also be possible to extend the research to other operators (e.g. inter-municipal, railway, smaller cities, etc.) and among the target audiences of the communication activities in particular services. Practical implications: On the basis of the author's audit of the communication activities of public transport companies on social networks, this article suggests that the use of social media is an appropriate tactic in the communication of companies (including municipal companies), both in the promotional dimension externally and in communication with citizens - service users, due to the participatory, interactive and open nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the public transport companies from the voivodship's cities in the social media.

2

Is sustainable aligning with smartness in transport domain? – marketing perspective of smart city rankings

Bruska Anna, Boichuk Nataliia

Zeszyty Naukowe Akademii Morskiej w Szczecinie

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2022

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nr 72 (144)

161--172

EN

Rising awareness of sustainable development challenges, along with the quest for optimization of the everyday functioning of the city, motivate many urban authorities to search for promising concepts and solutions. One of these is the smart city concept, which has gained governors of cities’ attention for little more than ten years. An object of research and development, it is still a distinctive feature for the cities that adopt this concept. City marketers use such distinction towards a large palette of beneficiaries of the city. At the same time, it deploys some traits suggesting synergies between the implementation of smart city solutions and sustainable development goals. The main objective of our work was to verify if the relationship between these aspects (smartness and sustainability of a transportation) in smart city rankings exists and, if that is true, what impact it has on marketing communication of the city comprised in such rankings. To fulfill this goal, we answered such research questions as: what place sustainability criteria in smart city rankings have occurred, how is the transport represented in these criteria, what use graded cities make of their presence in such competition, and which perspective dominates (if any) in daily marketing communication activities of the city. To provide such an analysis, we considered the criteria used to rank the cities to find the places that accorded to sustainable ones. We examined the marketing use of the results of such rankings, referring to the official websites and social media of selected cities (random selection from the total population of 174 cities comprised). The sources used to provide the data in natural language, and their analysis proceeded with methods and tools used in NLP (natural language processing), which are accessible through CLARIN.EU infrastructure. The results determine that cities can be classed into different groups, accordingly to their sustainability/smartness pending, and ability to use accorded ranks in marketing context.

3

Social media in the communication between the cities of the Łódź Voivodeship and stakeholders during the Covid-19 pandemic

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

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z. 152

233--244

EN

Purpose: The aim of this article is to present the basic values of social media in the communication between local government units during the Covid-19 pandemic on the example of the cities in the Łódź voivodeship. Design/methodology/approach: The research carried out consisted in analyzing the contents of official websites run by the local governments of individual cities of the Łódź Voivodeship in order to check how information about the social networks used (plugin locations) is made available. The active profiles on these websites were reviewed in order to diagnose what content is published. The study was conducted in September 2020. The results were compared to a similar study carried out a year earlier. Findings: The study has shown that out of 44 analyzed cities in the Łódź Voivodeship, 40 use at least one of the social networking sites. Most often, it is Facebook – 40 cities have their own profile, then YouTube – 19, Instagram and Twitter – 7 each. Nine cities have 3 official profiles on various social networks simultaneously, and another 15 cities – 2. No profiles on social networks were found for 5 cities. With regard to the duration of the Covid-19 pandemic, all cities that have actively used social media, have shared content related to the situation mainly through Facebook. Research limitations/implications: The study did not take into account social networks that were less popular at the time of writing the article (e.g. TikTok, GoldenLine, Pinterest). The objectives of the communication activities of individual cities are unknown. This can be part of further research through in-depth interviews with those promoting their respective cities. It is also possible to extend the research to cities from other voivodeships. Practical implications: Based on the author’s audit of the communication activity of the cities in the Łódź Voivodeship on social networks, this article suggests that the use of social media is an appropriate tactic in city communication, both in terms of promotion and communication in crisis conditions, due to the participatory, interactive, open, and transparent nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author’s audit of the activity of the cities of the Łódź voivodeship in the social media.

4

Promotion of the city as an element of territorial marketing in the field of tourism

Kęprowska Urszula

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

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z. 152

95--107

EN

Purpose: Analysis of the literature on the subject in the field of territorial marketing, promotion and communication of the local government unit with the environment. Identification of manners to promote cities based on the observation of such activities. Design/methodology/approach: The article is a review of the literature on promotional activities. Findings: The main problem of the work was to answer the question whether promotion plays a communicative function of territorial marketing for social development. The answer to the question is confirmative, because promotion plays one of the most important roles in the marketing activities of local government units. In the case of tourism areas, tourism promotion is of particular importance, as it is part of the economic promotion of local governments, whose task is to improve the living conditions of the local community. Research limitations/implications: The text refers to a limited number of studies. The issues presented in the article require empirical confirmation on a larger number of examples. Practical implications: The conducted analysis allows to conclude that the concept of managing settlement units must include promotional activities that allow the achievement of the intended strategic goals. Originality/value: The conclusions presented in the paper are an extension of the threads present in the literature on the subject, indicating the mutual relations between territorial marketing and promotion for the development of tourism.

5

Marketing of border towns on the example of selected destinations in the borderland of the Czech Republic and Poland

Gabryšová Marie, Ciechomski Wiesław

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

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z. 152

35--46

EN

Purpose: The paper aims to identify the extent to which city marketing has been implemented in selected Czech cities in the Moravian-Silesian Region as well as the tools that are used for managing city development. Design/methodology/approach: The research was carried out in the following cities of the Czech Republic: Bohumín, Bruntál, Frýdek-Místek, Krnov, Opava, Ostrava and Třinec. The respondents were representatives of municipal authorities, and the method of individual in-depth interviews (IDI) was used. Findings: Territorial marketing is going through various phases in its evolution. It is constantly being enriched with new forms and tools of communication with the environment, including those related to modern Internet media and innovative mobile applications. The authorities of the cities subjected to in-depth analyses are aware of the challenges ahead. Competition for limited resources, such as investor funding or tourism income, will be won by those cities whose authorities manage to develop and implement effective marketing strategies ahead of their rivals. Originality/value: The article discusses the advancement of selected place marketing tools used in the four analysed towns in the Polish-Czech borderland.

6

Social media used by local governments of the Lodz voivodeship

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

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z. 146

533--542

EN

Purpose: The purpose of the article is to present the assumptions of social media and their values in the communication of local government units on the example of cities in the Lodz region. Design/methodology/approach: The conducted study consisted in analyzing the content of official websites belonging to local governments of individual cities of the Lodz voivodship to see how information about social networking sites used (plug-in location) and the profiles themselves in these media are communicated in order to check what and how is published. The survey was carried out in October 2019. Findings: The study showed that out of the 44 cities analyzed in the Łódź Voivodeship 37 use at least one of the social networking sites. Most often it is Facebook - 36 cities have their profile, then YouTube – 19, Instagram – 7 and Twitter – 6. 9 cities have 3 official profiles on different websites at the same time, and another 13 cities – 2 each. For 7 cities, no profiles were found on social networking sites. Research limitations/implications: The study did not include less popular social networking sites (e.g. TikTok, GoldenLine, Pinterest). The goals of communication activities by the promotion offices of individual cities are unknown. This can be part of further research through in-depth interviews with people responsible for promoting cities. Possible extension of research to cities of other provinces. Practical implications: Based on the author's audit of the communication activity of the cities of the region on social networking sites, this article suggests that the use of social media is an appropriate tactic in promoting cities due to the participative, interactive, open and transparent nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the cities of the Lodz voivodship in the social media.

7

Marketing and branding-oriented goals for the development of Functional Urban Areas: evidence from Poland

Matwiejczyk Anna, Glińska Ewa, Barkun Yauheniya

Engineering Management in Production and Services

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2020

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Vol. 12, no. 3

57--73

EN

The European Union currently uses Functional Urban Areas (FUAs) as basic units for planning local development activities under its financial support. An important issue in terms of managing such areas is branding. FUAs are made of at least several territorial units (covering a dense urban area and a functionally related urbanised zone). Such composition poses a particular challenge in terms of developing a brand that covers all of the units. Therefore, it is essential to select the core around which the target image will be created. This publication aims to identify marketing and branding goals for the development of FUAs and determine activities facilitating the achievement of these goals by entities that manage the functional areas. The research method used in the article was a content analysis of documents outlined as Strategies for Integrated Territorial Investments developed for FUAs in Poland. The authors of the article undertook preliminary exploratory research. The obtained results show that most of the marketing and branding goals for the development of FUAs correspond with the objectives specific to city marketing and branding. Moreover, “integration” and “strengthening the metropolitan area function” were recognised as goals specific to FUAs.

8

City marketing and its impact on income sources of the local government

Stefko R., Bacik R., Fedorko R.

Polish Journal of Management Studies

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2017

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Vol. 15, No. 1

244--254

EN

The article deals with specific aspects of the issue of city marketing as a part of the budget of the local government. The main aim of the article is to detect possible differences in the weight of selected socio-economic variables on the amount of contributions paid by citizens to the city’s budget. Following the above, the purpose of the article is to formulate a multinomial logical regression model. The studied variables included selected demographic and economic indicators such as age, gender, education, years lived in the city, employment status, income and the amount of paid taxes and fees. The research results are based on answers of 926 respondents - residents of the city. The results of the multinomial logistic regression analysis show that the amount of taxes and fees paid to the city, except the lowest amounts, is directly linked with variables like the employment status, income and years of living in the city. The analysis results show that contributions to the city budget are mainly linked to the age of citizens. The aim of the article is to evaluate the opportunities this issue brings for marketing managers and even the official representatives of cities.

PL

Artykuł dotyczy konkretnych aspektów dotyczących kwestii marketingu miasta jako części budżetu samorządu terytorialnego. Głównym celem artykułu jest wykrycie możliwych różnic wag wybranych zmiennych społeczno-ekonomicznych dotyczących wysokości składek płaconych przez obywateli do budżetu miasta. W związku z powyższym, celem artykułu jest sformułowanie wielomianowego modelu regresji logicznej. Badane zmienne obejmowały wybrane wskaźniki demograficzne i ekonomiczne, takie jak wiek, płeć, wykształcenie, lata życia w mieście, status zatrudnienia, dochód oraz kwotę zapłaconych podatków i opłat. Wyniki badań opierają się na odpowiedziach 926 respondentów - mieszkańców miasta. Wyniki wielomianowej analizy regresji logistycznej pokazują, że kwota podatków i opłat płaconych miastu, z wyjątkiem najniższych kwot, jest bezpośrednio związana ze zmiennymi, takimi jak status zatrudnienia, dochód i lata życia w mieście. Wyniki analizy pokazują, że wkład do budżetu miasta powiązany jest przede wszystkim z wiekiem obywateli. Celem artykułu jest ocena możliwości, jakie kwestia ta przynosi menedżerom ds. marketingu, a nawet oficjalnym przedstawicielom miast.

9

Fairtrade Town initiative as a marketing tool

Jasiński M.

Polish Journal of Management Studies

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2012

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Vol. 5

250-260

EN

Fairtrade Town (FTT) campaign was initially launched in 2000 in English town of Garstand in order to promote Fairtrade products. After ten years of performing and more than 1000 places awarded with the title, FTT could now be perceived as beneficial not only to the disadvantaged producers from the underdeveloped countries, but also to the places themselves. The aim of this article is to present the FTT initiative as a marketing tool, which could affect the image of the places and give them additional value and distinctiveness in the eyes of different target markets, such as citizens, tourists or new residents. The article presents examples of how the FTT title can create additional value to the places and become a part of the city's marketing message.

PL

Kampania Miasta Sprawiedliwego Handlu (Fairtrade Town - FTT) po raz pierwszy została zainicjowana w angielskim mieście Garstand w 2000 r. w celu promocji produktów marki Fairtrade. Po 10 latach funkcjonowania i objęciu ponad 1000 miejsc tym tytułem, FTT może być postrzegany nie tylko jako inicjatywa przynosząca korzyści znajdującym się w niekorzystnej sytuacji producentom z krajów nierozwiniętych, ale także dla samych miejsc noszących ów tytuł. Celem artykułu jest przedstawienie inicjatywy FTT jako narzędzia marketingowego, które może wpłynąć na wizerunek miejsca i dostarczyć mu dodatkowych walorów i elementów wyróżniających w oczach różnych grup docelowych, takich jak turyści oraz aktualni i potencjalni mieszkańcy. Artykuł prezentuje przykłady w jaki sposób tytuł FTT może dostarczyć dodatkowych walorów miejscom oraz stać się elementem komunikacji marketingowej miasta.

10

Rewitalizacja miast a potrzeby społeczne

Fornagiel K.

Czasopismo Techniczne. Architektura

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2012

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R. 109, z. 3-A

181--190

PL

Artykuł odnosi się do problemu rewitalizacji dzielnic śródmiejskich, zmian, jakie nastąpiły w charakterze tych dzielnic na przestrzeni zmieniającej się sytuacji społeczno-historycznej oraz dostosowania ich do potrzeb współczesnych mieszkańców. Artykuł podkreśla wieloaspektowość rewitalizacji śródmieść związaną z koniecznością podejmowania zintegrowanych działań w takich dziedzinach jak architektura, ekonomia, socjologia, marketing i PR. Niniejszy artykuł, w oparciu o analizę publikacji z zakresu urbanistyki i PR (między innymi R. Stępowski „Miliony na promocje miast i regionów”) oraz osobistych obserwacji autora, wskazuje też na istotną rolę, jaką ma rewitalizacja na ich wizerunek jako miejsc atrakcyjnych dla turystów, inwestorów i mieszkańców.

11

Responsibility in the revitalization process - the aspect of the economic policy

Pazder D., Kaźmierczak B.

Zeszyty Naukowe Politechniki Poznańskiej. Architektura i Urbanistyka

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2009

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Z. 17

207-210

EN

The following article deals with the revitalization problems of polish cities in the aspect of the economic policy. The main accent is put on the sustainable development of the city and the harmonious coexistance among spatial, social and economic aspects. It is also accentuated that the only proper diection of the urban renewal is based on the integrated sytems of the interdisciplinary elements and is considered as the long-term process.

PL

W artykule poruszono termatykę rewitalizacji miast w Polsce w ujęciu ekonomicznym. Główny akcent został położony na problematykę rozwoju zrównoważonego i konieczność zharmonizowania trzech często występujących w konflikice aspektów: przestrzennego, społecznego i ekonomicznego. Zwrócono szczególną uwagę na to, że jedynym właściwym kierunkiem procesów odnowy jest planowanie zintegrowane i długoterminowe.