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Dr Zbigniew Spyra
ORCID: 0000-0003-4413-3609
University of Economics in Katowice.
DOI: DOI 10.33226/1231-7853.2019.10.3
JEL: M300 (artykuł w języku angielskim)

The aim of the paper is to characterise the concept of experiential marketing as an idea constituting the basis for building the strategy of brand communication in social media. The paper presents “genetic code” for building such strategy that was “encrypted” in SMART acronym. The deliberations presented in the paper can contribute to building the model in which it is vital to include social media in the process of creation of experiences and desirable emotions associated with them. The paper is prepared on the basis of review of Polish and foreign literature on the subject, observations of economic practice and selected results of authors own research.

Keywords: experiential marketing; social media; marketing communication; brand
DOI: 10.33226/1231-7853.2019.10.3
JEL: M300

The aim of the paper is to characterise the concept of experiential marketing as an idea constituting the basis for building the strategy of brand communication in social media. The paper presents “genetic code” for building such strategy that was “encrypted” in SMART acronym. The deliberations presented in the paper can contribute to building the model in which it is vital to include social media in the process of creation of experiences and desirable emotions associated with them. The paper is prepared on the basis of review of Polish and foreign literature on the subject, observations of economic practice and selected results of authors own research.

Keywords: experiential marketing; social media; marketing communication; brand

University of Economics in Katowice.