THE SOURCES OF AN EFFECTIVE MARKETING COMMUNICATION IN SOCIAL NETWORKS (Zródla efektywnosci przekazu marketingowego w serwisach spolecznosciowych)
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Social networks become used for marketing purposes more often. The innovativeness and specificity of marketing communication in those types of services are undoubtedly interesting form advertisers' point of view. Regarding the fact that this is a relatively new solution, there arises a question about the effectiveness of advertising campaigns conducted in social media. This article analyses the sources of effectiveness of marketing activity in social networks and describes the conditioning of an effective campaign in those types of media.
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