Social media adoption in local governments. The case of Poland

Pawlicz, Adam; Kubicki, Robert

doi:10.18276/ejsm.2017.21-03

Cited by 1 publication

(2 citation statements)

References 17 publications

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“…J. Sport Tourism 2023, 30 (1), [27][28][29][30][31][32] Content marketing has become a modern approach to marketing defined as a process focused on creating and distributing valuable content [6]. Its purpose is to attract and hold the attention of a well-defined target group around a particular brand [7].…”

Section: Definition Of Social Mediamentioning

confidence: 99%

“…The dissemination of information has become a common practice, also due to the development of social media providing access to a wide range of tools. As in the case of the Internet itself, it should be expected that the organizations which, on the one hand, are the first to implement effectively the tools offered by social networking sites and, on the other, avoid the errors related to their inappropriate use, are going to benefit the most [1]. The purpose of the study is to distinguish the segments of tourists and residents using the profiles of large Polish tourist cities in social media and to identify factors influencing the frequency of visiting these profiles.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The Use of Social Media in City Marketing Communication with Residents and Tourists – User Segmentation

Gryszel

Pełka²,

Zawadzki

2023

Polish Journal of Sport and Tourism

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Introduction Transformations in the area of technology and communication allowing easy access to information resulted in Polish cities facing the challenge of changing their promotional activity. This activity has been largely transferred to social media. The article presents the definition of social media, their classification and the activity of large Polish cities in social media. The analysis of the collected material was carried out using classification trees. Material and methods The CAWI method was used to conduct the research in four large cities (Warszawa, Wrocław, Gdańsk and Kraków). It covered 400 residents and 400 tourists. The analysis of the collected material was carried out using classification trees. Results The application of classification trees allowed identifying the main factors influencing the frequency of using city profiles in social media by tourists and residents along with distinguishing three segments of residents and three segments of tourists using social media. The size of these segments was analysed, and thus the purpose of carrying out various activities by large tourist cities in social media. Conclusions The importance of social media in marketing communication is recognized mostly by large cities. As a result, these cities change their marketing communication strategies because there are sufficiently numerous and relatively homogeneous segments of residents and tourists who receive the message addressed to them through social media. These activities are valued by their recipients since they allow them to interact.

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