Journal of Marketing and Market Studies 12/2022

The goal of the article is to present scope and conditions of the social media use in the internal communication of enterprises operating on the Polish market, as well as what benefits and negative effects of using these media in this communication they notice. Moreover, the article is to present the conditions indicated by the surveyed companies, the fulfillment of which will increase the effectiveness of communication activities based on social media. The research procedure used in the article included literature studies and the analysis of the results of a survey conducted in 2022 using the CATI technique on a sample of 152 companies operating on the Polish market. The respondents were people responsible for the use of Internet technology in marketing activities of their companies, in particular in internal and external communication of these companies. Based on the obtained results, it can be concluded that the level of using social media in internal communication, especially in small and medium-sized enterprises, is still insufficient, but the prospects for using these media are promising, as evidenced by the benefits perceived by the surveyed companies. Enterprises also notice barriers in the use of these media, related to the lack of a social media management strategy developed by the company and related to the lack of integration of social media activities with other communication channels used. Employees' competences to manage communication in social media are also insufficient. The results of the research made it possible to determine the directions of actions, that are necessary in order to increase the effectiveness of the social media use in the enterprise's management of internal and external communication processes.

The purpose of this study is to identify the measures used in assessing the competitive position of an organization's brand and to indicate the factors shaping these measures. In the process of exploring the researched issue, the example of football clubs was used. The study focuses on the group of subjective measures. In the article the authors attempted to systematize knowledge in the area of brand strength resulting from its competitive position and the factors determining this position. The conclusion was supported by the analysis of the literature on the subject of brand creation and management.

The aim of the presented article is to analyze the impact of the spread of remote and hybrid work on building the image of the employer. The text characterizes the basic models of remote and hybrid work, such as work at home (home office), nomadic work (in its various varieties) and the so-called workation. It also presents employees' expectations resulting from changes in the form of performing professional duties. It was indicated that shaping the employer branding strategy in modern organizations must take into account the fact that the possibility of choosing the space in which work takes place becomes one of the main criteria for choosing an employer.

The study aimed to compare the image of the national art museums in Poland among respondents studying art- -related and non-art-related faculties and to identify significant differences in the image of national museums among those two groups surveyed. The study was conducted using a questionnaire survey among a purposely selected group. To evaluate whether differences in the image of Polish national art museums between the described groups of respondents are statistically significant, Student t-tests for independent samples were done. Although significant differences were found between the study groups, they were not as significant as expected. Students of art-related courses better perceive the national art museums, but even in this group, the image of the studied institutions is rather neutral. Respondents from both groups associate national art museums in Poland primarily with education and school trips. National art museums do not appear to young audiences as friendly and egalitarian places; at the same time, respondents do not see them as elite or prestigious institutions. While this does not mean an image failure for the museums surveyed, they should make an effort to make young audiences find them more welcoming.