{"id":"https://openalex.org/W2539990069","doi":"https://doi.org/10.18276/pzfm.2015.41/1-14","title":"The use of Social Media Marketing Tools by Polish NGOS in Communication with the Environment to Promote Health","display_name":"The use of Social Media Marketing Tools by Polish NGOS in Communication with the Environment to Promote Health","publication_year":2015,"publication_date":"2015-01-01","ids":{"openalex":"https://openalex.org/W2539990069","doi":"https://doi.org/10.18276/pzfm.2015.41/1-14","mag":"2539990069"},"language":"pl","primary_location":{"id":"doi:10.18276/pzfm.2015.41/1-14","doi":"https://doi.org/10.18276/pzfm.2015.41/1-14","is_oa":true,"landing_page_url":"https://doi.org/10.18276/pzfm.2015.41/1-14","pdf_url":"https://wnus.edu.pl/miz/file/article/view/363.pdf","source":{"id":"https://openalex.org/S4306535828","display_name":"Zeszyty Naukowe Uniwersytetu Szczeci\u0144skiego. Problemy Zarz\u0105dzania, Finans\u00f3w i Marketingu","issn_l":"1509-0507","issn":["1509-0507","2353-2874"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Zeszyty Naukowe Uniwersytetu Szczeci\u0144skiego. Problemy Zarz\u0105dzania, Finans\u00f3w i Marketingu","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://wnus.edu.pl/miz/file/article/view/363.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5022741452","display_name":"Tomasz Holecki","orcid":"https://orcid.org/0000-0003-1798-4133","observed_orcids":["https://orcid.org/0000-0003-1798-4133"]},"institutions":[{"id":"https://openalex.org/I166182418","display_name":"Medical University of Silesia","ror":"https://ror.org/005k7hp45","country_code":"PL","type":"education","lineage":["https://openalex.org/I166182418"]}],"countries":["PL"],"is_corresponding":false,"raw_author_name":"Tomasz Holecki","raw_affiliation_strings":["\u015al\u0105ski Uniwersytet Medyczny w Katowicach"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"\u015al\u0105ski Uniwersytet Medyczny w Katowicach","institution_ids":["https://openalex.org/I166182418"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5007695793","display_name":"Karolina Sobczyk","orcid":"https://orcid.org/0000-0003-1632-7246","observed_orcids":["https://orcid.org/0000-0003-1632-7246"]},"institutions":[{"id":"https://openalex.org/I166182418","display_name":"Medical University of Silesia","ror":"https://ror.org/005k7hp45","country_code":"PL","type":"education","lineage":["https://openalex.org/I166182418"]}],"countries":["PL"],"is_corresponding":false,"raw_author_name":"Karolina Sobczyk","raw_affiliation_strings":["\u015al\u0105ski Uniwersytet Medyczny w Katowicach"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"\u015al\u0105ski Uniwersytet Medyczny w Katowicach","institution_ids":["https://openalex.org/I166182418"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5086162621","display_name":"Magdalena Syrkiewicz-\u015awita\u0142a","orcid":"https://orcid.org/0000-0002-1298-7805","observed_orcids":["https://orcid.org/0000-0002-1298-7805"]},"institutions":[{"id":"https://openalex.org/I166182418","display_name":"Medical University of Silesia","ror":"https://ror.org/005k7hp45","country_code":"PL","type":"education","lineage":["https://openalex.org/I166182418"]}],"countries":["PL"],"is_corresponding":false,"raw_author_name":"Magdalena Syrkiewicz-\u015awita\u0142a","raw_affiliation_strings":["\u015al\u0105ski Uniwersytet Medyczny w Katowicach"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"\u015al\u0105ski Uniwersytet Medyczny w Katowicach","institution_ids":["https://openalex.org/I166182418"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I166182418"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.2797298,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":93},"biblio":{"volume":"41","issue":null,"first_page":"177","last_page":"186"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12027","display_name":"Social Media in Health Education","score":0.9502000212669373,"subfield":{"id":"https://openalex.org/subfields/3306","display_name":"Health"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12027","display_name":"Social Media in Health Education","score":0.9502000212669373,"subfield":{"id":"https://openalex.org/subfields/3306","display_name":"Health"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.0333000011742115,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12863","display_name":"Web and Library Services","score":0.002300000051036477,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.972000002861023},{"id":"https://openalex.org/keywords/health-promotion","display_name":"health promotion","score":0.6669999957084656},{"id":"https://openalex.org/keywords/non-governmental-organizations","display_name":"non-governmental organizations","score":0.8659999966621399},{"id":"https://openalex.org/keywords/public-communication","display_name":"public communication","score":0.45899999141693115},{"id":"https://openalex.org/keywords/cancer-awareness","display_name":"cancer awareness","score":0.4169999957084656},{"id":"https://openalex.org/keywords/childhood-obesity","display_name":"childhood obesity","score":0.949999988079071},{"id":"https://openalex.org/keywords/facebook","display_name":"Facebook","score":0.45899999141693115},{"id":"https://openalex.org/keywords/digital-communication","display_name":"digital communication","score":0.3580000102519989},{"id":"https://openalex.org/keywords/public-trust-in-health-information","display_name":"public trust in health information","score":0.531000018119812},{"id":"https://openalex.org/keywords/online-health-information-sources","display_name":"online health information sources","score":0.5230000019073486}],"concepts":[{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.5438535809516907},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.4932507872581482},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.4398535490036011},{"id":"https://openalex.org/C178550888","wikidata":"https://www.wikidata.org/wiki/Q2043282","display_name":"Business administration","level":1,"score":0.43865767121315},{"id":"https://openalex.org/C27206212","wikidata":"https://www.wikidata.org/wiki/Q34178","display_name":"Theology","level":1,"score":0.4140395224094391},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.39535486698150635},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.32146191596984863},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.12737655639648438},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.11887416243553162}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.18276/pzfm.2015.41/1-14","doi":"https://doi.org/10.18276/pzfm.2015.41/1-14","is_oa":true,"landing_page_url":"https://doi.org/10.18276/pzfm.2015.41/1-14","pdf_url":"https://wnus.edu.pl/miz/file/article/view/363.pdf","source":{"id":"https://openalex.org/S4306535828","display_name":"Zeszyty Naukowe Uniwersytetu Szczeci\u0144skiego. Problemy Zarz\u0105dzania, Finans\u00f3w i Marketingu","issn_l":"1509-0507","issn":["1509-0507","2353-2874"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Zeszyty Naukowe Uniwersytetu Szczeci\u0144skiego. Problemy Zarz\u0105dzania, Finans\u00f3w i Marketingu","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.18276/pzfm.2015.41/1-14","doi":"https://doi.org/10.18276/pzfm.2015.41/1-14","is_oa":true,"landing_page_url":"https://doi.org/10.18276/pzfm.2015.41/1-14","pdf_url":"https://wnus.edu.pl/miz/file/article/view/363.pdf","source":{"id":"https://openalex.org/S4306535828","display_name":"Zeszyty Naukowe Uniwersytetu Szczeci\u0144skiego. Problemy Zarz\u0105dzania, Finans\u00f3w i Marketingu","issn_l":"1509-0507","issn":["1509-0507","2353-2874"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Zeszyty Naukowe Uniwersytetu Szczeci\u0144skiego. Problemy Zarz\u0105dzania, Finans\u00f3w i Marketingu","raw_type":"journal-article"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/3","display_name":"Good health and well-being","score":0.7246000170707703}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2539990069.pdf","grobid_xml":"https://content.openalex.org/works/W2539990069.grobid-xml"},"referenced_works_count":6,"referenced_works":["https://openalex.org/W842048873","https://openalex.org/W1505762989","https://openalex.org/W2101240951","https://openalex.org/W2144033902","https://openalex.org/W2168390453","https://openalex.org/W2171884968"],"related_works":["https://openalex.org/W2511461926","https://openalex.org/W2191865976","https://openalex.org/W2789708170","https://openalex.org/W2533236828","https://openalex.org/W7015444455","https://openalex.org/W7024634831","https://openalex.org/W6987324219","https://openalex.org/W2233181751","https://openalex.org/W6988119224","https://openalex.org/W7054552922"],"abstract_inverted_index":{"Rozw\u00f3j":[0],"technologii":[1],"cyfrowej":[2],"wymusza":[3],"na":[4,32,58,178,193],"wielu":[5],"organizacjach":[6],"dopasowanie":[7],"si\u0119":[8,68,203],"do":[9,165,201],"zmieniaj\u0105cych":[10,202],"tendencji":[11],"komunikacji":[12,29,190],"z":[13,30,41,50,71,170,191],"otoczeniem.":[14],"Celem":[15],"badania":[16],"by\u0142o":[17,46],"ustalenie,":[18],"czy":[19],"polskie":[20],"organizacje":[21,63],"pozarz\u0105dowe":[22,64,183],"stosuj\u0105":[23,184],"narz\u0119dzia":[24,152,185],"social":[25,153,186],"media":[26,154,187],"marketingu":[27,155,188],"w":[28,65,69,75,126,135,176,189],"otoczeniem":[31,192],"rzecz":[33,194],"promocji":[34,73,100,195],"zdrowia.":[35],"Badaniem":[36],"obj\u0119to":[37],"305":[38],"organizacji":[39,121,147],"pozarz\u0105dowych":[40,148],"ca\u0142ej":[42],"Polski,":[43],"metod\u0105":[44],"badawcz\u0105":[45],"CAWI":[47],"oraz":[48,83,114,142,174],"CATI":[49],"zastosowaniem":[51],"autorskiego":[52],"kwestionariusza":[53],"ankiety.":[54],"Analiz\u0119":[55],"danych":[56],"oparto":[57],"standardowych":[59],"metodach":[60],"statystycznych.":[61],"Przebadane":[62],"86,9%":[66],"anga\u017cuj\u0105":[67],"dzia\u0142ania":[70],"zakresu":[72],"zdrowia,":[74,196],"tym":[76,136],"g\u0142\u00f3wnie":[77],"obejmuj\u0105ce":[78],"tematyk\u0119":[79],"chor\u00f3b":[80],"nowotworowych":[81],"(21,6%)":[82],"oty\u0142o\u015bci":[84],"u":[85],"dzieci":[86],"(20,6%).":[87],"51,8%":[88],"respondent\u00f3w":[89],"uznaje":[90],"komunikacj\u0119":[91],"bezpo\u015bredni\u0105":[92],"za":[93],"najbardziej":[94],"przekonuj\u0105c\u0105":[95],"i":[96,132],"budz\u0105c\u0105":[97],"zaufanie":[98],"form\u0119":[99],"zdrowia":[101],"w\u015br\u00f3d":[102],"pacjent\u00f3w.":[103],"Jako":[104],"mniej":[105],"istotne":[106],"formy":[107],"respondenci":[108],"wskazuj\u0105":[109],"emisj\u0119":[110],"spot\u00f3w":[111],"telewizyjnych":[112],"(31,5%)":[113],"rozpowszechnianie":[115],"gazetek":[116],"informacyjnych":[117],"(25,6%).":[118],"86,6%":[119],"badanych":[120],"non":[122],"profit":[123],"jako":[124],"narz\u0119dzie":[125],"prowadzonych":[127],"kampaniach":[128],"zdrowotnych":[129],"wykorzystuje":[130,151],"portale":[131],"serwisy":[133],"spo\u0142eczno\u015bciowe,":[134],"najcz\u0119\u015bciej:":[137],"Onet.pl":[138],"(53%),":[139],"Facebook":[140],"(47,3%)":[141],"Wirtualna":[143],"Polska":[144],"(34,8%).":[145],"92,1%":[146],"przyznaje,":[149],"\u017ce":[150],"\u2013":[156],"najwi\u0119kszy":[157],"odsetek":[158],"badanej":[159],"pr\u00f3by":[160],"deklaruje":[161],"przesy\u0142anie":[162],"fanpage\u2019a":[163],"marek,":[164],"kt\u00f3rych":[166],"s\u0105":[167],"przekonani":[168],"lub":[169],"nimi":[171],"wsp\u00f3\u0142pracuj\u0105":[172],"(44,1%)":[173],"udzia\u0142":[175],"konsultingu":[177],"forach":[179],"internetowych":[180],"(33,1%).":[181],"Organizacje":[182],"co":[197],"warunkuje":[198],"skuteczniejsze":[199],"dostosowanie":[200],"potrzeb":[204],"spo\u0142ecze\u0144stwa":[205],"informacyjnego.":[206]},"counts_by_year":[{"year":2022,"cited_by_count":1}],"updated_date":"2026-09-26T08:19:03.415552","created_date":"2016-11-04T00:00:00"}