Social media in marketing activities of enterprises in the light of the analysis of empirical research results

Abstract

PURPOSE: The purpose of the paper is to present the scope and reasons for the use of social media by enterprises operating on the Polish market.

DESIGN/METHODOLOGY/APPROACH: The paper is based on literature studies and the results of empirical research of quantitative character, which was conducted on a sample of 152 enterprises in 2013 and 156 enterprises in 2020. The survey included people responsible for the use of the Internet in marketing or for maintaining contacts with customers with the use of new technologies in companies operating on the Polish market.

FINDINGS: The analysis of the results of the conducted research shows that the role of social media is increasing, although its potential is not fully used. Marketing activities conducted in social media serve to build the company's image and increase brand awareness to a greater extent than collecting comments and user opinions and answering customer questions.

PRACTICAL IMPLICATIONS: Bearing in mind the ongoing processes of marketing and consumption virtualization, it should be noted that there is a need to increase the use of social media by companies operating on the Polish market to obtain information relevant from the point of view of shaping the offer, as well as to deepen relationships with customers, which are defined as significant enterprise resources that enable building a sustainable competitive advantage on the market.

ORIGINALITY/VALUE: The value of the paper results from the reduction of the research gap concerning the scope and purposes of the use of social media in marketing activities by enterprises operating on the Polish market.