Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

Social Media about the Company's Image as an Element of Specific Development

Version 1 : Received: 25 June 2021 / Approved: 28 June 2021 / Online: 28 June 2021 (16:30:25 CEST)

How to cite: Żywiołek, J. Social Media about the Company's Image as an Element of Specific Development. Preprints 2021, 2021060685 (doi: 10.20944/preprints202106.0685.v1). Żywiołek, J. Social Media about the Company's Image as an Element of Specific Development. Preprints 2021, 2021060685 (doi: 10.20944/preprints202106.0685.v1).

Abstract

Personalization, mobility, artificial intelligence, corporate life transferred to the world in social media - all these elements will shape corporate social media in the near future. It is necessary to consider what features and what standards of behaviour enterprises will have to meet in order to build an image in the world of social media and adapt to the preferences and requirements of the client. Corporate social media has been created to support clients in using various services, give them the possibility of easy communication without time and place barriers. Therefore, high-quality corporate social media profiles significantly affect trust in the company and can affect its reputation. Considering that the aim of the article is to examine the impact of social media on the image of the company, various exchanges of perception of the quality of corporate social media, the risks they bring for the company and the perception of them by customers, which gives the image, were examined. The results of empirical research indicate that the secu-rity, simplicity and variety of m-banking services have a significant impact on the perceived qu-ality, which in turn has a positive impact on reputation. The author proposed a methodology based on the Kano model and customer satisfaction in order to examine the declared needs and unspecified desires and divide them into different groups with different impact on consumer satisfaction. The study took the form of an original, universal questionnaire that can be used in other similar studies. The analysis included 861 correctly completed questionnaires, and the ob-tained results were included in the management's action plans after their submission. Enterpri-ses expressed their interest that the measures taken should be reviewed after one to two years.

Subject Areas

sustainable business; social media in the enterprise; Kano’s model, enterprises reputation

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