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Polish Nationwide Catholic Opinion-Forming Weeklies on Facebook—A Marketing Perspective

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dc.abstract.enThe 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.
dc.affiliationUniwersytet Warszawski
dc.contributor.authorJupowicz-Ginalska, Anna
dc.contributor.authorAdamski, Andrzej
dc.contributor.authorLeonowicz-Bukała, Iwona
dc.date.accessioned2024-01-25T17:01:06Z
dc.date.available2024-01-25T17:01:06Z
dc.date.copyright2020-05-15
dc.date.issued2020
dc.description.accesstimeAT_PUBLICATION
dc.description.financeŚrodki finansowe, o których mowa w art. 365 pkt. 2 ustawy
dc.description.number5
dc.description.versionFINAL_PUBLISHED
dc.description.volume11
dc.identifier.doi10.3390/REL11050246
dc.identifier.urihttps://repozytorium.uw.edu.pl//handle/item/116291
dc.identifier.weblinkhttps://www.mdpi.com/2077-1444/11/5/246/pdf
dc.languageeng
dc.pbn.affiliationsocial communication and media studies
dc.relation.ispartofReligions
dc.relation.pages1-24
dc.rightsCC-BY
dc.sciencecloudnosend
dc.subject.enPolish nationwide Catholic opinion-forming weeklies
dc.subject.enFacebook
dc.subject.ensocial media
dc.subject.enmarketing communication
dc.subject.enself-promotion
dc.titlePolish Nationwide Catholic Opinion-Forming Weeklies on Facebook—A Marketing Perspective
dc.typeJournalArticle
dspace.entity.typePublication