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From Visibility to Value: Social Media Strategies in the Global Market Research Sector

Author

Listed:
  • Baran, Dariusz
  • Górka, Ernest
  • Wojak, Gabriela
  • Ćwiąkała, Michał
  • Zupok, Sebastian
  • Łażewski, Marek

Abstract

Purpose: This paper investigates how companies in the market research industry employ digital marketing, with a focus on social media strategies. The aim is to evaluate their impact on client engagement, brand visibility, and market positioning. Design/methodology/approach: A multi-case study was conducted on multinational and smaller research firms using a mixed-method approach. Publicly available data from LinkedIn, Facebook, Instagram, and YouTube were analyzed through both qualitative content assessment and quantitative engagement metrics. Findings: The study reveals LinkedIn as the dominant platform for B2B communication, while other channels play supporting roles. Larger firms adopt multi-platform strategies, whereas smaller firms concentrate on LinkedIn. Posts highlighting achievements, industry recognition, or employee-focused narratives generate the strongest engagement. The study relies solely on publicly accessible data, without access to internal analytics or ROI. Future research should integrate company-level performance data and extend to a wider sample over time. Practical recommendations: The findings suggest that firms should prioritize LinkedIn, invest in visual channels when resources allow, and encourage employee advocacy to strengthen credibility and trust. Originality/value: The paper offers one of the first systematic analyses of social media strategies in the market research sector, providing insights for both academics and practitioners.

Suggested Citation

  • Baran, Dariusz & Górka, Ernest & Wojak, Gabriela & Ćwiąkała, Michał & Zupok, Sebastian & Łażewski, Marek, 2025. "From Visibility to Value: Social Media Strategies in the Global Market Research Sector," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 28(3), pages 1104-1125.
    • Handle: RePEc:zbw:espost:338632
    DOI: 10.35808/ersj/4095
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    References listed on IDEAS

    as
    1. M.S. Balaji & Abhishek Behl & Kokil Jain & Abdullah Baabdullah & Mihalis Giannakis & Amit Shankar & Yogesh Dwivedi, 2023. "Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement," Post-Print hal-04158996, HAL.
    2. Gabriela Wojak & Ernest Gorka & Dariusz Baran & Michal Cwiakala & Bartosz Blaszczak & Sebastian Zupok, 2025. "Redesigning User Experience: The Role of Design Thinking in Global Digital Tourism Services," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 1090-1112.
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