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Search Results (4)

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Keywords = Polish nationwide Catholic opinion-forming weeklies

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27 pages, 2336 KiB  
Article
Social Media Marketing in Practice of Polish Nationwide Catholic Opinion-Forming Weeklies: Case of Instagram and YouTube
by Monika Kaczmarek-Śliwińska, Gabriela Piechnik-Czyż, Anna Jupowicz-Ginalska, Iwona Leonowicz-Bukała and Andrzej Adamski
Religions 2022, 13(1), 19; https://doi.org/10.3390/rel13010019 - 27 Dec 2021
Cited by 3 | Viewed by 5452
Abstract
This article, as the fourth in the cycle, presents the conclusions of the research project analysing marketing activities of Polish Catholic opinion-forming weeklies on the chosen social media platforms. This paper aims at presenting the results of the study on the use of [...] Read more.
This article, as the fourth in the cycle, presents the conclusions of the research project analysing marketing activities of Polish Catholic opinion-forming weeklies on the chosen social media platforms. This paper aims at presenting the results of the study on the use of Instagram and YouTube as marketing tools by the aforementioned weeklies. The authors focus on such topics as: (1) social media as a way of creating and distributing media products; (2) social media as a way of commercialising the content; (3) social media as carriers of marketing communication (including self-promotion). The empirical research is based on case studies and the content analysis of the social media profiles of the five selected magazines (Gość Niedzielny (GN), Tygodnik Katolicki Niedziela (TKN), Przewodnik Katolicki (PK), Idziemy (I) and Tygodnik Rodzin Katolickich Źródło (TRKŹ)). It can be concluded that some Catholic weeklies manage their accounts in a moderately professional way, using their visual and distribution potential and some functions of the platforms quite efficiently. On the other hand, they do not apply a regular and purposeful self-promotion strategy, do not use important mechanisms of the platforms such as the Shop and IGTV (on Instagram), and do not consistently build a profile or create playlists on YouTube. Full article
(This article belongs to the Special Issue “Relationship Status: It’s Complicated.” Media-Based Forms of Participation in Religious Practices)
28 pages, 3364 KiB  
Article
Twitter in Marketing Practice of the Religious Media. An Empirical Study on Catholic Weeklies in Poland
by Iwona Leonowicz-Bukała, Andrzej Adamski and Anna Jupowicz-Ginalska
Religions 2021, 12(6), 421; https://doi.org/10.3390/rel12060421 - 8 Jun 2021
Cited by 7 | Viewed by 5520
Abstract
This article presents the partial conclusion of the research project devoted to marketing activity of Polish Catholic opinion-forming weeklies on the social media platforms. The main aim of this article is to present the results of the study on the use of Twitter [...] Read more.
This article presents the partial conclusion of the research project devoted to marketing activity of Polish Catholic opinion-forming weeklies on the social media platforms. The main aim of this article is to present the results of the study on the use of Twitter as a marketing tool by Polish nationwide Catholic opinion-forming weeklies. The basic research questions concerned the extent of utilizing the platform by the magazines’ editors to create and distribute the content of their media product, maintain and develop brand communication and self-promotion. The case studies and the content analysis of the accounts of the three magazines—Gość Niedzielny, Tygodnik Katolicki Niedziela and Przewodnik Katolicki—show that there are three different ways in how the editors of the magazines understand the role of the Twitter account of the title they represent—as an ‘active communicator’, ‘active communicator and community supporter’ or ‘community supporter’. The conclusions show that the studied media fairly efficiently use the visual and distributional potential of the platform as well as some of its features, at the same time missing the chance to build a brand-loyal community. They also limit the role of Twitter to that of a supplement for the main communication channel, which is the printed weekly and its website. Full article
(This article belongs to the Section Religions and Health/Psychology/Social Sciences)
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24 pages, 312 KiB  
Article
Polish Nationwide Catholic Opinion-Forming Weeklies on Facebook—A Marketing Perspective
by Anna Jupowicz-Ginalska, Iwona Leonowicz-Bukała and Andrzej Adamski
Religions 2020, 11(5), 246; https://doi.org/10.3390/rel11050246 - 15 May 2020
Cited by 3 | Viewed by 3848
Abstract
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, [...] Read more.
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. Full article
20 pages, 289 KiB  
Article
Polish Nationwide Catholic Opinion-Forming Weeklies on Social Media—From Theoretical Introduction to Empirical Approach
by Andrzej Adamski, Anna Jupowicz-Ginalska and Iwona Leonowicz-Bukała
Religions 2020, 11(4), 190; https://doi.org/10.3390/rel11040190 - 16 Apr 2020
Cited by 11 | Viewed by 4102
Abstract
This paper is the first part of a cycle comprising five texts on the marketing use of social media by nationwide opinion-forming Catholic weeklies in Poland. Considering the state of the research so far, it is not completely clear how to classify Catholic [...] Read more.
This paper is the first part of a cycle comprising five texts on the marketing use of social media by nationwide opinion-forming Catholic weeklies in Poland. Considering the state of the research so far, it is not completely clear how to classify Catholic media profiles on social networking sites. On the one hand, the media activity of the Church is typically evangelistic in nature, but on the other hand it takes place in typically secular conditions. The evangelising role of the Catholic media cannot be separated from the opinion-forming function. The main objective of the project is, firstly, to assess the marketing potential of social media used by the aforementioned weeklies and secondly, to complement the previously described online presence of religious entities in the context of the mediatization of religions. This paper—as the theoretical background of the research—presents the detailed interdisciplinary literature review on the issues crucial for the project, as well as the methodological introduction to our study. Full article
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