IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxvy2022i3p216-234.html
   My bibliography  Save this article

The Role of Social Media in Firms’ Marketing Communication in the Polish Market

Author

Listed:
  • Krystyna Mazurek-Lopacinska
  • Magdalena Sobocinska

Abstract

Purpose: The aim of the article is to present approaches to using social media in marketing campaigns, and in particular in the marketing communication used by companies on the Polish market. Design/Methodology/Approach: The article is based on a research procedure including study of the literature and analysis of the results of qualitative empirical research conducted in 2022 on a sample of 152 companies. The research respondents were people in the selected companies responsible for using the internet in marketing or for maintaining contact with clients using new technologies. Findings: Analysis of the results confirmed that one company in three uses a strategic approach to using social media in marketing campaigns, while one in five are in the process of developing such a strategy. Large companies (employing over 200 people) in particular assign a strategic dimension to social media. At the same time, it must be noted that the companies studied appreciate the role of social media, as almost half of them indicate that being active in such media increases interest in the firm and its offer. Practical Implications: Bearing in mind the acceleration of the processes of virtualisation of marketing and consumer behaviours caused by the COVID-19 pandemic, there is still a need for companies operating on the market in Poland to increase their use of social media, in particular by assigning such action a strategic dimension. This also relates to making greater use of the potential of new media to stimulate the involvement of consumers in actions taken by companies. Originality/Value: The value of the article is that it fills a research gap relating to identification of the approaches to using social media in marketing campaigns employed by companies operating on the Polish market.

Suggested Citation

  • Krystyna Mazurek-Lopacinska & Magdalena Sobocinska, 2022. "The Role of Social Media in Firms’ Marketing Communication in the Polish Market," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 216-234.
    • Handle: RePEc:ers:journl:v:xxv:y:2022:i:3:p:216-234
    as

    Download full text from publisher

    File URL: https://ersj.eu/journal/3045/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Khan, Imran, 2022. "Do brands’ social media marketing activities matter? A moderation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Diego Gudiño & María Jesús Fernández-Sánchez & María Teresa Becerra-Traver & Susana Sánchez, 2022. "Social Media and the Pandemic: Consumption Habits of the Spanish Population before and during the COVID-19 Lockdown," Sustainability, MDPI, vol. 14(9), pages 1-12, May.
    3. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    4. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fraccastoro, Sara & Gabrielsson, Mika & Pullins, Ellen Bolman, 2021. "The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs," International Business Review, Elsevier, vol. 30(4).
    2. Barış-Tüzemen Özge & Tüzemen Samet & Çelik Ali Kemal, 2023. "Sentiment analysis of reviews on cappadocia: The land of beautiful horses in the eyes of tourists," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 13(2), pages 188-197, December.
    3. Krystyna Mazurek-Lopacinska & Magdalena Sobocinska, 2021. "Social Media in Marketing Activities of Enterprises in the Light of the Analysis of Empirical Research Results," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 647-658.
    4. Sikandar Ali Qalati & Dragana Ostic & Gu Shuibin & Fan Mingyue, 2022. "A mediated–moderated model for social media adoption and small and medium‐sized enterprise performance in emerging countries," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(3), pages 846-861, April.
    5. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    6. Yongjun Tang & Qi Li & Fen Zhou & Mingjia Sun, 2024. "Does Clan Culture Promote Corporate Natural Resource Disclosure? Evidence from Chinese Natural Resource-Based Listed Companies," Journal of Business Ethics, Springer, vol. 192(1), pages 167-190, June.
    7. Vasile-Daniel Păvăloaia & Elena-Mădălina Teodor & Doina Fotache & Magdalena Danileţ, 2019. "Opinion Mining on Social Media Data: Sentiment Analysis of User Preferences," Sustainability, MDPI, vol. 11(16), pages 1-21, August.
    8. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    9. Shiwei Shen & Marios Sotiriadis & Qing Zhou, 2020. "Could Smart Tourists Be Sustainable and Responsible as Well? The Contribution of Social Networking Sites to Improving Their Sustainable and Responsible Behavior," Sustainability, MDPI, vol. 12(4), pages 1-21, February.
    10. Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.
    11. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    12. Reilly, Anne H. & Hynan, Katherine A., 2014. "Corporate communication, sustainability, and social media: It's not easy (really) being green," Business Horizons, Elsevier, vol. 57(6), pages 747-758.
    13. TANASE, George Cosmin, 2017. "Managing the Brand and Communication in Social Media," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 8(2), pages 20-22, June.
    14. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    15. Sumit Chaturvedi & Sachin Gupta & Devendra Singh Hada, 2016. "Perceived Risk, Trust and Information Seeking Behavior as Antecedents of Online Apparel Buying Behavior in India: An Exploratory Study in Context of Rajasthan," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 935-943.
    16. Saridakis, George & Benson, Vladlena & Ezingeard, Jean-Noel & Tennakoon, Hemamali, 2016. "Individual information security, user behaviour and cyber victimisation: An empirical study of social networking users," Technological Forecasting and Social Change, Elsevier, vol. 102(C), pages 320-330.
    17. Wilert Puriwat & Suchart Tripopsakul, 2021. "Explaining Social Media Adoption for a Business Purpose: An Application of the UTAUT Model," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    18. Kohli, Chiranjeev & Suri, Rajneesh & Kapoor, Anuj, 2015. "Will social media kill branding?," Business Horizons, Elsevier, vol. 58(1), pages 35-44.
    19. Cheah, Jun-Hwa & Lim, Xin-Jean & Ting, Hiram & Liu, Yide & Quach, Sara, 2022. "Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    20. Dabirian, Amir & Kietzmann, Jan & Diba, Hoda, 2017. "A great place to work!? Understanding crowdsourced employer branding," Business Horizons, Elsevier, vol. 60(2), pages 197-205.

    More about this item

    Keywords

    Internet; social media; marketing strategies and actions; COVID-19 pandemic.;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxv:y:2022:i:3:p:216-234. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.