TY - JOUR
TI - The Use of Social Media in Marketing Communication of Polish Universities
AU - Łuczaj, Kamil
AU - Wiater, Wiktoria
AU - Wnęk, Paulina
AU - Kołoda, Karolina
AU - Kusak, Karolina
AU - Pieniążek, Michał
TI - The Use of Social Media in Marketing Communication of Polish Universities
AB - 
	Social media has revolutionized communication between the sender and recipient of media messages. Thus, it is barely surprising that Polish universities use social media to communicate with Gen Y and Gen Z – generations whose members do not remember life without the Internet and social media. The goal of this article is to analyze the activity of Polish universities in social media, including Facebook, Instagram, LinkedIn, Snapchat, and TikTok. The analysis was based on quantitative empirical research, embracing all universities in Poland. The study included variables such as the size of the university, location of the university, and ownership structure (public and non-public universities). The results proved that Facebook remains the primary communication tool for Polish universities, and its position seems to be unbeatable.

	On the other hand, Polish universities still do not communicate on TikTok or Snapchat, which is a missed opportunity to come into being in portals addressed to the younger generation. The most popular innovative tool in extensive use is chatbots. The most important variable explaining different communication patterns was the size of the university, but – in case of some – portals, we discovered other significant relationships.
VL - 2020
IS - Volume 63, Issue 4 (244)
PY - 2020
SN - 0555-0025
C1 - 2299-6362
SP - 37
EP - 54
DO - 10.4467/22996362PZ.20.029.12695
UR - https://ejournals.eu/en/journal/zeszyty-prasoznawcze/article/wykorzystanie-mediow-spolecznosciowych-w-komunikacji-marketingowej-polskich-uczelni-wyzszych
KW - social media
KW - universities in Poland
KW - marketing communication
KW - Facebook
KW - chatbot