Academic journal article Journal of Economics & Management

Application of the Linear Ordering Methods in the Voivodships Research in the Field of Social Media Usage in Enterprises in the Period 2014-2017

Academic journal article Journal of Economics & Management

Application of the Linear Ordering Methods in the Voivodships Research in the Field of Social Media Usage in Enterprises in the Period 2014-2017

Article excerpt

1. Introduction

The current economic reality is described as post-industrial economy and companies operating in it are described as post-industrial companies. One of characteristic features of post-industrial companies is using information and communication technologies (ICT) to manage and organize their activity. Social media is one of information and communication technologies that are worth paying attention to. At present, they are an important marketing tool. Along with the development of social media, the term of social marketing as a form of online marketing, has been coined (Strauss & Frost, 2009; Reed, 2012).

Social media, referred to also as consumer-generated media, CGM, are still developing in the sphere of the Internet both in terms of the number and type of media. Therefore, the impact they have on customer is also increasing. In comparison to traditional media (as websites, newspapers, and the television), using social media enables companies to gain a number of additional benefits. Among them are: the possibility to strengthen and extend customer relationship, supporting the process of building a brand, targeting a particular type of recipients, faster and more cost-effective access to highly specialized markets, growth in sales. The listed benefits are connected with a different manner of running integrated marketing communications (IMA) (Castronovo & Huang, 2012; Łopacińska, 2014). Marketing in social media requires adopting a completely new manner of communication with the public in the digital environment. Marketing based on social media is not based only on information exchange, but above all on the exchange of points of view and ideas (Barger, Peltier, & Schultz, 2016; Chaffey, 2015; Weber, 2009). It can be noticed that all types of media (including the printed press, radio, TV and photography) lead to a creation of informal societies interested in particular issues. However, dynamically developing modem technologies made it possible to intensify relations (also in marketing dimension) among informal social groups and provided tools to conduct a dialogue, which is the key element and characteristic of social media distinguishing it from traditional media (Safko & Brake, 2009). Moreover, in the Polish literature, there are publications including linear ordering and cluster analysis effects related to voivodships within the framework of overall ICT usage in enterprises (Kaczmarczyk, 2017; Strożek & Jewczak, 2016a, 2016b; Wierzbicka, 2017). The importance of these contents results from the fact that ICT usage has a clear impact on the development of an enterprise and (in the broad context) ICT contributes to building a knowledge-based economy (Korres, 2016; Paszta, 2010; Picot & Wernick, 2007). Considering the importance of using social media in marketing activities, one can notice the possibility of conducting research only in terms of social media usage in enterprises in individual voivodships, creating rankings and then comparing with the referenced researches concerning Poland.

In connection with the above, the aim of the article is to analyze and evaluate the level of development of voivodships in terms of employment of social media in companies in the period from 2014 to 2017. Using social media is understood as the percentage of companies in which: at least one of analyzed types of social media is used, social networking services are used, blogs and microblogs are run, websites enabling to make multimedia available and wiki tools are used (Główny Urząd Statystyczny [GUS], 2014, 2015, 2016, 2017). The methods that were non-based on the pattern of development and method based on the pattern of development were used in the carried out ordering. Array of other statistical methods was also used. The research results constitute rankings of voivodships (in terms of the level of the social media usage) for individual years from the period from 2014 to 2017. The research results provide information on the potential of business development (rooted in social media) and, as a result, the potential of socio-economic development of particular voivodships. …

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