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The Use of Social Media by Technology Transfer Offices in Marketing Communications

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  • Milczarek Sławomir

    (MarVec Consulting)

Abstract

The article presents the issue of marketing communication conducted through social media by CTT, affiliated to The Polish Association of Centers for Technology Transfer (PACTT). The objective of this publication is to assess CTT’s use of currently popular social networking sites in the context of communication with Generation Y, i.e. the generation of successors and managers in Polish enterprises. The study was conducted in August 2019 using data collected through critical analysis of secondary sources in the form of websites and social media profiles of all 64 CTTs included in PACTT. The research confirmed that the entities established to find a common ground on communication between science and business, use the opportunities created by social media online communication to a very limited scope.

Suggested Citation

  • Milczarek Sławomir, 2020. "The Use of Social Media by Technology Transfer Offices in Marketing Communications," Marketing of Scientific and Research Organizations, Sciendo, vol. 35(1), pages 57-72, March.
    • Handle: RePEc:vrs:mosaro:v:35:y:2020:i:1:p:57-72:n:3
    DOI: 10.2478/minib-2020-0009
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    References listed on IDEAS

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    3. Conor O'Kane & Vincent Mangematin & Will Geoghegan & Ciara Fitzgerald, 2015. "University Technology Transfer offices : the search for identity to build legimacy," Post-Print hal-01072998, HAL.
    4. Anna Comacchio & Sara Bonesso & Claudio Pizzi, 2012. "Boundary spanning between industry and university: the role of Technology Transfer Centres," The Journal of Technology Transfer, Springer, vol. 37(6), pages 943-966, December.
    5. Phan, Phillip H. & Siegel, Donald S., 2006. "The Effectiveness of University Technology Transfer," Foundations and Trends(R) in Entrepreneurship, now publishers, vol. 2(2), pages 77-144, November.
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