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    Influence of advertisement in social media in knowledge-based economy

    Ślosarski, R. and Schivinski, Bruno (2013) Influence of advertisement in social media in knowledge-based economy. In: Skrzypek, E. (ed.) Pracownicy wiedzy w warunkach gospodarki opartej na wiedzy. Katedra Zarządzania Jakością i Wiedzą, Wydział Ekonomiczny UMCS, pp. 40-46. ISBN 9788362785421.

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    Abstract

    In the era of knowledge based economies every year the number of companies that starting their advertising campaigns increase. According to Social Enterprise Report, 38% of leading companies in Poland have its profile on social networking sites. In this paper, we are going to introduce two case studies. The first one is the advertising campaign of Heyah based on the history of communism. The second case study is the continuation of the well-known advertising campaign of Orange and its lack of effect in social media. Companies should be extremely careful while running their profiles and advertising campaigns in social networking sites, mainly because social services like Facebook allows to the users posting their comments and opinions generating negative word of mouth.

    Metadata

    Item Type: Book Section
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Bruno Schivinski
    Date Deposited: 09 Oct 2017 09:32
    Last Modified: 09 Oct 2017 09:32
    URI: http://eprints.bbk.ac.uk/id/eprint/19962

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