RT Article
T1 Polish Nationwide Catholic Opinion-Forming Weeklies on Facebook—A Marketing Perspective
JF Religions
VO 11
IS 3
A1 Jupowicz-Ginalska, Anna
A1 Adamski, Andrzej
A1 Leonowicz-Bukała, Iwona
A2 Adamski, Andrzej
A2 Leonowicz-Bukała, Iwona
LA English
YR 2020
UL https://ixtheo.de/Record/172712846X
AB The main focus of this paper is on the marketing approach of the use of Facebook by the Polish nationwide Catholic opinion-forming weeklies. The aim of the research is to analyse how the selected media use Facebook (FB) to create a media product, distribute, price and communicate its content (including self-promotional activities). The Facebook profiles of five weeklies were analysed: Gość Niedzielny, Niedziela, Przewodnik Katolicki, Idziemy and Tygodnik Rodzin Katolickich Źródło. Three research methods were chosen: literature review on marketing use of Facebook by traditional media, the case study and the content analysis (quantitative, qualitative and comparative). The most important results show that the use of the social media platform Facebook by the Catholic weeklies in Poland is limited to supplementing the main communication channel, which is the printed weekly and its website. The studied media treat Facebook as a marketing tool, favouring this function over the potential apologetic or evangelising ones, but at the same time none of the magazines fully exploit Facebook’s potential offered by its systemic and functional features.
K1 Facebook
K1 Polish nationwide Catholic opinion-forming weeklies
K1 marketing communication
K1 self-promotion
K1 Social Media
DO 10.3390/rel11050246