From visibility to value : social media strategies in the global market research sector

Abstract

PURPOSE: This paper investigates how companies in the market research industry employ digital marketing, with a focus on social media strategies. The aim is to evaluate their impact on client engagement, brand visibility, and market positioning.

DESIGN/METHODOLOGY/APPROACH: A multi-case study was conducted on multinational and smaller research firms using a mixed-method approach. Publicly available data from LinkedIn, Facebook, Instagram, and YouTube were analyzed through both qualitative content assessment and quantitative engagement metrics.

FINDINGS: The study reveals LinkedIn as the dominant platform for B2B communication, while other channels play supporting roles. Larger firms adopt multi-platform strategies, whereas smaller firms concentrate on LinkedIn. Posts highlighting achievements, industry recognition, or employee-focused narratives generate the strongest engagement. The study relies solely on publicly accessible data, without access to internal analytics or ROI. Future research should integrate company-level performance data and extend to a wider sample over time.

PRACTICAL RECOMMENDATIONS: The findings suggest that firms should prioritize LinkedIn, invest in visual channels when resources allow, and encourage employee advocacy to strengthen credibility and trust.

ORIGINALITY/VALUE: The paper offers one of the first systematic analyses of social media strategies in the market research sector, providing insights for both academics and practitioners.