The Use of Social Media in European Union Enterprises – Comparative Study

Abstract

There are over 3 billion Internet users all over the word today. Over 50 per cent of them already use social media. The main role of social media is to build and maintain relationships between people from different backgrounds, with similar expectations, interests or preferences. Social media are now increasingly used by businesses, for example, the Facebook profile have more than 16 million companies today. Enterprises use social media for marketing purposes, image creation, promotion and cooperation with business partners. The article presents general information on social media, advantages and disadvantages of its usage in European enterprises, and the results of research conducted on the use of social media by European companies taking into account the Member State, the size of the enterprise and the type and purpose of used social media. The article is enriched with an analysis of the strategies of selected Polish enterprises holding profiles in popular social media in Poland.



Author Information
Aleksandra Ptak, Czestochowa University of Technology, Poland
Tomasz Lis, Czestochowa University of Technology, Poland
Paula Bajdor, Czestochowa University of Technology, Poland

Paper Information
Conference: ACSS2016
Stream: Economics and Management

This paper is part of the ACSS2016 Conference Proceedings (View)
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