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Nowe media w strategiach komunikacyjnych polskich muzeów. Od Facebooka do TikToka

100%
Gaweł Ł.
Zarządzanie Mediami
|
2022
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vol. 10
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issue 2
91-102
EN
The changing world of digital media has had a huge impact on museum marketing strategies. Today, it is virtually impossible to knowingly build the image of an institution without the use of social media. The analysis of the content posted on social media of Polish national museums will allow to define the nature of the relations built by these organizations with the social environment. However, another aspect of the presence of social media in museums is no less important: it is not only about information, marketing or image issues; social media are an important element of a consistent creation of museums’ identity. A strong sense of self-identity is essential for museums not only to survive but also to thrive in an increasingly demanding world.
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Komunikacja w dobie koronawirusa szansą dla marki na nawiązanie bliskich relacji z otoczeniem. Studium przypadku komunikacji marki 4F z konsumentami w pierwszej fazie pandemii COVID-19

100%
Żuchniewicz M.
Zarządzanie Mediami
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2021
|
vol. 9
|
issue 4
723-733
EN
The purpose of the analysis presented in the article is to confirm the thesis that the time of the coronavirus pandemic was an opportunity for brands to establish close relations with the environment. The brands showed their non-commercial sense of existence and organized or supported the CSR campaign, which positively influenced their image. A positive example of communication activities carried out by the 4F brand was analyzed in the article. The author analyzed the content of the Facebook profile of the 4F brand in the period from March 14 to May 4, the time when stationary stores were closed by ordinance of the Minister. The analysis of comments under Facebook posts showed that the activities carried out had a positive impact on the brand’s reception and involved its surroundings in aid campaigns. Therefore, the thesis proved to be true.
3

Codes of Ethics as a Marketing Communication Tool: The Impact of Codes of Ethics on The Behaviour and Appearance of Employees

86%
Kozáková J., Savov R., Darázs T.
Communication Today
|
2024
|
vol. 15
|
issue 1
64-77
EN
Codes of ethics are crucial in communicating and building the values of organisations and their employees. This research study focuses on exploring various aspects of ethical behaviour and the impact of ethical constraints on employee performance in organisations. In the context of the growing importance of business ethics and human resource management, this study statistically identifies differences between organisations based on their ethical characteristics and strategies. The integration of ethics into corporate strategy is found to have an impact on the permissible behaviour and appearance of employees, with past ethical scandals leading to more stringent measures. In addition, the length and updating of the code of ethics affect the control over certain aspects of employee behaviour. These results underscore the importance of codes of ethics as tools for communication as well as for managing employee ethics and behaviour. They also highlight the role of multinational corporations in the diffusion of these practices and their impact on smaller market players, as well as the importance of managing workplace constraints. In conclusion, this study contributes to a deeper understanding of ethical practices and their importance within organisations.
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