Twitter in Marketing Practice of the Religious Media. An Empirical Study on Catholic Weeklies in Poland
This article presents the partial conclusion of the research project devoted to marketing activity of Polish Catholic opinion-forming weeklies on the social media platforms. The main aim of this article is to present the results of the study on the use of Twitter as a marketing tool by Polish nation...
Authors: | ; ; |
---|---|
Format: | Electronic Article |
Language: | English |
Check availability: | HBZ Gateway |
Journals Online & Print: | |
Fernleihe: | Fernleihe für die Fachinformationsdienste |
Published: |
MDPI
2021
|
In: |
Religions
Year: 2021, Volume: 12, Issue: 6 |
Further subjects: | B
religious media
B Social media B Polish Catholic press B marketing communication B social media marketing B Twitter B brand communication B media marketing |
Online Access: |
Volltext (kostenfrei) Volltext (kostenfrei) |
MARC
LEADER | 00000naa a22000002 4500 | ||
---|---|---|---|
001 | 1761753827 | ||
003 | DE-627 | ||
005 | 20210701163327.0 | ||
007 | cr uuu---uuuuu | ||
008 | 210701s2021 xx |||||o 00| ||eng c | ||
024 | 7 | |a 10.3390/rel12060421 |2 doi | |
035 | |a (DE-627)1761753827 | ||
035 | |a (DE-599)KXP1761753827 | ||
040 | |a DE-627 |b ger |c DE-627 |e rda | ||
041 | |a eng | ||
084 | |a 0 |2 ssgn | ||
100 | 1 | |a Leonowicz-Bukała, Iwona |e VerfasserIn |4 aut | |
245 | 1 | 0 | |a Twitter in Marketing Practice of the Religious Media. An Empirical Study on Catholic Weeklies in Poland |
264 | 1 | |c 2021 | |
336 | |a Text |b txt |2 rdacontent | ||
337 | |a Computermedien |b c |2 rdamedia | ||
338 | |a Online-Ressource |b cr |2 rdacarrier | ||
520 | |a This article presents the partial conclusion of the research project devoted to marketing activity of Polish Catholic opinion-forming weeklies on the social media platforms. The main aim of this article is to present the results of the study on the use of Twitter as a marketing tool by Polish nationwide Catholic opinion-forming weeklies. The basic research questions concerned the extent of utilizing the platform by the magazines’ editors to create and distribute the content of their media product, maintain and develop brand communication and self-promotion. The case studies and the content analysis of the accounts of the three magazines—Gość Niedzielny, Tygodnik Katolicki Niedziela and Przewodnik Katolicki—show that there are three different ways in how the editors of the magazines understand the role of the Twitter account of the title they represent—as an ‘active communicator’, ‘active communicator and community supporter’ or ‘community supporter’. The conclusions show that the studied media fairly efficiently use the visual and distributional potential of the platform as well as some of its features, at the same time missing the chance to build a brand-loyal community. They also limit the role of Twitter to that of a supplement for the main communication channel, which is the printed weekly and its website. | ||
601 | |a Twitter | ||
650 | 4 | |a Polish Catholic press | |
650 | 4 | |a Twitter | |
650 | 4 | |a brand communication | |
650 | 4 | |a marketing communication | |
650 | 4 | |a media marketing | |
650 | 4 | |a religious media | |
650 | 4 | |a Social Media | |
650 | 4 | |a social media marketing | |
700 | 1 | |a Adamski, Andrzej |e VerfasserIn |4 aut | |
700 | 1 | |a Jupowicz-Ginalska, Anna |e VerfasserIn |4 aut | |
773 | 0 | 8 | |i Enthalten in |t Religions |d Basel : MDPI, 2010 |g 12(2021), 6, Artikel-ID 421 |h Online-Ressource |w (DE-627)665435797 |w (DE-600)2620962-7 |w (DE-576)348219067 |x 2077-1444 |7 nnns |
773 | 1 | 8 | |g volume:12 |g year:2021 |g number:6 |g elocationid:421 |
856 | |u https://www.mdpi.com/2077-1444/12/6/421/pdf?version=1623147054 |x unpaywall |z Vermutlich kostenfreier Zugang |h publisher [oa journal (via doaj)] | ||
856 | 4 | 0 | |u https://doi.org/10.3390/rel12060421 |x Resolving-System |z kostenfrei |3 Volltext |
856 | 4 | 0 | |u https://www.mdpi.com/2077-1444/12/6/421 |x Verlag |z kostenfrei |3 Volltext |
951 | |a AR | ||
ELC | |a 1 | ||
LOK | |0 000 xxxxxcx a22 zn 4500 | ||
LOK | |0 001 3942952882 | ||
LOK | |0 003 DE-627 | ||
LOK | |0 004 1761753827 | ||
LOK | |0 005 20210701163327 | ||
LOK | |0 008 210701||||||||||||||||ger||||||| | ||
LOK | |0 040 |a DE-Tue135 |c DE-627 |d DE-Tue135 | ||
LOK | |0 092 |o n | ||
LOK | |0 852 |a DE-Tue135 | ||
LOK | |0 852 1 |9 00 | ||
LOK | |0 935 |a ixzs |a ixzo | ||
OAS | |a 1 | ||
ORI | |a SA-MARC-ixtheoa001.raw | ||
REL | |a 1 | ||
STA | 0 | 0 | |a Social media,Social media,Twitter |
STB | 0 | 0 | |a Réseaux sociaux,Médias sociaux,Twitter |
STC | 0 | 0 | |a Media social,Twitter |
STD | 0 | 0 | |a Social media,Twitter |
STE | 0 | 0 | |a 虚拟小区,计算机社群,电子社群 |
STF | 0 | 0 | |a Twitter,虛擬社區,電腦社群,電子社群 |
STG | 0 | 0 | |a Mídia social,Twitter |
STH | 0 | 0 | |a Социальные медиа,Твиттер |
STI | 0 | 0 | |a Twitter (πλατφόρμα λογισμικού),Μέσα κοινωνικής δικτύωσης,Social media |
SUB | |a REL | ||
SYE | 0 | 0 | |a X , Soziale Medien |