Internet-Based Mass Communication in Multi-Level Marketing Companies Operating in Poland

This study examines the areas of Internet-based mass communication (websites, social media) utilized by multi-level marketing (MLM) companies operating in Poland, using methods including literature review, descriptive analysis, and statistical analysis of primary data. Findings reveal that the most popular MLM websites in Poland are those of foreign-owned companies with over 16 years of operation, which attract more smartphone users, especially among younger firms with high mobile engagement. Average visit duration is around 4 minutes, with longer visits on established global sites, while about half of all visits result in a bounce. Most of the MLM websites examined have content in Polish, primarily featuring product information, company details, and contact information, alongside product and partnership options and required privacy policies. Social media presence is less significant, with Facebook being the most utilized platform, particularly by older firms; Polish-language profiles are rare on more time-intensive platforms like YouTube. Facebook holds the highest average user count, especially for firms operating for over 21 years. This study lays a foundation that may support the first formal classification of MLM enterprises in Poland and inform governmental policies on MLM regulation and PKD code identification. Despite the study’s limitations, the findings contribute a preliminary understanding of MLM companies’ online communication strategies in Poland, paving the way for future qualitative and quantitative research.