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Kampania społeczna w teorii i praktyce

100%

Tarczydło B.

Studia Ekonomiczne

2013

vol. 157

225-234

The aim of this article is to explain social campaign as a theoretical and practical category. Starting from the definition, types of the campaign was described, as well as a place in innovating marketing actions. Particular attention was paid to the methodology of designing and to the implementation an effective social campaign. The events chosen from the Polish market, such as conferences, debates, annual contests for the best campaigns and research results was described in the article. In conclusion, the selected examples of social campaigns from the Polish market were presented.

Wykorzystanie mediów społecznościowych do budowania kapitału społecznego

84%

Wronka M., Saryusz-Wolska H.

Studia Ekonomiczne

2013

vol. 157

47-57

The aim of this article is to address the issue of social capital and new media - concepts recently operating in the public and scientific discourse. Awareness of the importance of the existence of social capital is still low, and the impact of new media on our lives still requires research in this area. Compared to other countries, the level of trust and civic engagement in Poland is very low, so it is worth considering the possibilities to improve the situation, even with the help of new communication technologies. The purpose of this article is to determine whether the new media, especially the Internet are used to create social capital. The analysis will be subject to subjective assessment of the use of new media in the area of social capital.

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2 Studia Ekonomiczne

2 2013

1 Saryusz-Wolska H.

1 Tarczydło B.

1 Wronka M.

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Kampania społeczna w teorii i praktyce

Wykorzystanie mediów społecznościowych do budowania kapitału społecznego