The Role of Social Media in the Process of Marketing Communication on the Basis of Fashion Brands

Barbara Mróz-Gorgoń , Aleksandra Całka


The emergence of social media has significantly influenced the way in which communication is employed by fashion brands all over the world. The objective of this paper is to present the ways of making use of social media by Polish and foreign fashion brands in the context of their marketing communication. The authors carried out a comparativ e analysis of clothing brands. The outcome of this analysis is the formulation of the research questions which need further exploration. The article has been written on the basis of the reports concerni ng the area of fashion brands, literature studies and the pursued exploratory studies.
Author Barbara Mróz-Gorgoń (ES / IM / DPM)
Barbara Mróz-Gorgoń,,
- Department of Principles of Marketing
, Aleksandra Całka
Aleksandra Całka,,
Publication size in sheets0.5
Book Dermol Valerij, Trunk Aleš, Dankovic Goran, Smrkolj Marko (eds.): MakeLearn 2015: Managing Intellectual Capital and Innovation for Sustainable and Inclusive Society, 2015, ToKnowPress, ISBN 9789616914130, 2231 p.
Keywords in Englishfashion, exploratory studies, marketing communication, social media
Languageen angielski
LicenseJournal (articles only); author's original; Uznanie Autorstwa - Użycie Niekomercyjne - Bez utworów zależnych (CC-BY-NC-ND); after publication
Mroz-Gorgon_Calka_The_Role_of_Social_Media_2015.pdf 618,17 KB
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ScoreMinisterial score = 0.0, 02-07-2019, BookChapterMatConfByConferenceseries
Ministerial score (2013-2016) = 0.0, 02-07-2019, BookChapterMatConfByConferenceseries
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.