BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Pawełoszek Ilona (Czestochowa University of Technology), Jelonek Dorota (Częstochowa University of Technology)
The Role of Social Media in the Strategy of Polish Enterprises. Survey Results From the Years 2020-2021
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska, 2022, z. 163, s. 409-425, bibliogr. 19 poz.
Słowa kluczowe
Media społecznościowe, Strategia rozwoju przedsiębiorstwa, Pandemia
Social media, Company development strategy, Pandemic
Purpose: The article aims to present the results of research on the activity of Polish micro-small and medium-sized enterprises in social media during the pandemic. The authors have hypothesized that social media has become an important tool in corporate strategy, facilitating reaching customers and supporting sales. Design/methodology/approach: The survey covered a group of 333 Polish enterprises from the MSME sector. Statistical methods were used to discover the specificity of using social media by companies according to selected grouping criteria. Findings: The presented research results allow for positive verification of the hypothesis that Social media become an important element of companies' strategies during pandemic periods. Research limitations/implications: The research was limited to Polish companies; thus, conclusions may not be relevant for other countries with different economic systems and digital transformation levels. Practical implications: The study explains selected aspects of using social media in the MSME sector. The results may be helpful for building a digital transformation strategy in Poland. The study also highlights some drawbacks of social media as a sales channel, which can be beneficial to improve companies' sales strategies. Originality/value: A novelty is the study of the perceived role of social media in Polish companies' strategies in light of the pandemic crisis. The research was conducted on a representative sample of 333 enterprises. The paper is addressed to researchers and entrepreneurs interested in the digital transformation of companies and the phenomenon of social media.(original abstract)
Pełny tekst
  1. Abbas, J., Wang, D., Su, Z., Ziapour, A. (2021). The Role of Social Media in the Advent of COVID-19 Pandemic: Crisis Management, Mental Health Challenges and Implications. Risk management and healthcare policy, 14, pp. 1917-1932, doi: RMHP.S284313
  2. Beens, R.E.G. (2021). The Network Effect Is Shifting Audiences To Privacy-Friendly Products. Forbes, Retrieved from 2021/03/16/the-network-effect-is-shifting-audiences-to-privacy-friendly-products/?sh=68afa2494ebf, 26.05.2022.
  3. Bruhn, M., Schoenmueller, V., Schäfer, D.B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, Vol. 35, No. 9, pp. 770-790, doi:
  4. Chaffey, D. (2022). Global social media statistics research summary 2022. Smart Insights. Retrieved from, 26.05.2022.
  5. Chew, A., Gunasekeran, D.V. (2021). Social Media Big Data: The Good, The Bad, and the Ugly (Un)truths. Frontiers in big data, 4, 623794, doi: fdata.2021.623794
  6. Duermyer, R. (2018). Choosing a Facebook Page Type for Home Business. Retrieved from, 25.05.2022.
  7. Galhotra, B., Dewan, A. (2020). Impact of COVID-19 on digital platforms and change in E-commerce shopping trends. 2020 Fourth International Conference on I-SMAC (IoT in Social, Mobile, Analytics and Cloud) (I-SMAC), pp. 861-866, doi: 10.1109/I-SMAC49090.2020.9243379.
  8. Hansen, D.L., Shneiderman, B., Smith, M.A., Himelboim, I. (2020). Analyzing Social Media Networks with NodeXL. Insights from a Connected World, second edition. United States: Morgan Kaufmann.
  9. Jain, A., (2021). Social Media vs Traditional Media and Their Impact on Brand Image Communication on Indian Millennials. Information Technology In Industry, vol. 9, no. 1, pp. 1359-1373, doi:
  10. Kowalska, M. (2022). Digital Technologies. Poland - Country Commercial Guide,, 26.05.2022.
  11. Lardo, A., Dumay, J., Trequattrini, R., Russo, G. (2017). Social media networks as drivers for intellectual capital disclosure: Evidence from professional football clubs. Journal of Intellectual Capital, 18(1), pp. 63-80, doi: 10.1108/JIC-09-2016-0093.
  12. OECD (2022). Enterprises by business size (indicator), doi: 10.1787/31d5eeaf-en.
  13. Paniagua, J., Sapena, J. (2014). Business performance and social media: Love or hate? Business Horizons, Vol. 57, Iss. 6, pp. 719-728, doi: 2014.07.005.
  14. Popko, I. (2021). Znana marka znika z social mediów. Dlaczego firmy porzucają swoje konta? Retrieved from, 26.05.2022.
  15. Sahni, H, Sharma, H. (2020). Role of social media during the COVID-19 pandemic: Beneficial, destructive, or reconstructive? International Journal of Academic Medicine, 6(2), pp. 70-75, doi:10.4103/IJAM.IJAM_50_20.
  16. Sasse, R. (2016). A Micro-Economic Perspective on Social Media in Context of the New Economy. Microeconomics and Macroeconomics, 4(2), 56-59 doi: 10.5923/j.m2 economics.20160402.03
  17. Statista (2022). Device usage of Facebook users worldwide as of January 2022. Retrieved from, 26.05.2022.
  18. Statista (2022a). Share of households with internet access in Poland from 2010 to 2021,
  19. Tajvidi, R., Karami, A. (2021). The effect of social media on firm performance. Computers in Human Behavior, Vol. 115, 105174, doi:
Cytowane przez
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu