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Open AccessFeature PaperArticle

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

1
The Faculty of Journalism, Information and Book Studies, University of Warsaw, ul. Bednarska 2/4, 00-310 Warsaw, Poland
2
College of Media and Social Communication, University of Information Technology and Management in Rzeszow, ul. Sucharskiego 2, 35-225 Rzeszow, Poland
*
Author to whom correspondence should be addressed.
Religions 2020, 11(5), 246; https://doi.org/10.3390/rel11050246
Received: 14 April 2020 / Revised: 8 May 2020 / Accepted: 12 May 2020 / Published: 15 May 2020
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. View Full-Text
Keywords: Polish nationwide Catholic opinion-forming weeklies; Facebook; social media; marketing communication; self-promotion Polish nationwide Catholic opinion-forming weeklies; Facebook; social media; marketing communication; self-promotion
MDPI and ACS Style

Jupowicz-Ginalska, A.; Leonowicz-Bukała, I.; Adamski, A. Polish Nationwide Catholic Opinion-Forming Weeklies on Facebook—A Marketing Perspective. Religions 2020, 11, 246.

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