Modern Management Review
(dawna nazwa: Zarządzanie i Marketing)
27 (4/2020), DOI: 10.7862/rz.2020.mmr.28
ANALYSIS OF THE SOCIAL MEDIA MARKETING: BUSINESS ENVIRONMENT AND MODERN TRENDS IN POLAND AND UKRAINE
Yanina Lisun
DOI: 10.7862/rz.2020.mmr.28
Abstract
The author in the article aimed to summarize the trends in the Digital and SMM market by an
analysis of the main indicators characterizing Internet and Social media users for 2014–2020
years. Theoretical part of this work was the study of the essence of the «social media
marketing» concept (SMM) based on the data on the most popular social networks in Poland
and Ukraine. There were analyzed the key performance indicators of the Social Media
Marketing Agencies in Poland and Ukraine, such as the average cost of completed projects,
personnel numbers, and characteristics of the market segment on the basis of belonging to
small, medium and large businesses. A number of tools for activities in various social
networks are identified, the reasons for their use, features and methods of promotion are
considered.
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About this Article
TITLE:
ANALYSIS OF THE SOCIAL MEDIA MARKETING: BUSINESS ENVIRONMENT AND MODERN TRENDS IN POLAND AND UKRAINE
AUTHORS:
Yanina Lisun
AUTHORS AFFILIATIONS:
PhD of Economics, Associate Professor, Kyiv National University of Trade and
Economics, Ukraine
JOURNAL:
Modern Management Review
27 (4/2020)
KEY WORDS AND PHRASES:
SMM-marketing, social media, social networks, marketing communications,
sales, consumer behavior analysis
FULL TEXT:
http://doi.prz.edu.pl/pl/pdf/zim/436
DOI:
10.7862/rz.2020.mmr.28
URL:
http://dx.doi.org/10.7862/rz.2020.mmr.28
COPYRIGHT:
Oficyna Wydawnicza Politechniki Rzeszowskiej, al. Powstańców Warszawy 12, 35-959 Rzeszów