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

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 security, simplicity and variety of mbanking services have a significant impact on the perceived quality, 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 obtained results were included in the management's action plans after their submission. Enterprises expressed their interest that the measures taken should be reviewed after one to two years.


Introduction
The impressive possibilities of information and communication technologies allow for the effective exchange of information, streamlining and accelerating activities, virtualizing products and services, and creating and using electronic methods of communication. This, in turn, creates conditions for the emergence of new forms of communication, potentially new channels of information transmission [1]. Creative business models, constant rebuilding or changes of the business strategy make it more and more dispersed, ubiquitous and global as a business process that enables work to be performed across time, distance and function [2]. These changes are constantly transforming the value creation process, enabling a new, innovative approach to creating a corporate image, ranging from branding, to personalization, extended functions for eservices [3], to the integration of business processes and digitization of networks or supply chains [4]. They created the ideal conditions for branding and its image on the web to take a leading role, representing an important and constantly evolving part of the digital world [5]. Recent figures strongly support this claim: in the European Union (EU), for example, the proportion of online shoppers reached 68%, and in 2020 one in three companies in the EU had a company profile on a social network [6], while one in five made online sales through the social network or advertised on it [7]. This article takes a different approach and discusses cyber-security challenges that can negatively affect a company's image on social media and the Internet, and hence on sustainable economic development. The purpose of this article is to understand the main cyber-security threats, identify their actual or potential impacts, and outline the main aspects that should be considered from a prevention and recovery perspective. The article is organized as follows: The introduction is followed by a literature review, focusing on the company's reputation and the activities offered in the field of social media. The research methodology is presented in the fourth part of the article, starting with the research outline and data collection, followed by a detailed description of the data analysis. This part begins with the relevance and reliability analysis and then focuses on the evaluation by using the Kano model. The last part summarizes the article and describes possible further studies that result from the analysis.

Research Model and Hypothesis Development
Social media and the company's corporate profiles within it represent an emerging strategic orientation and its role in online reputation and image needs [8]. Moreover, since previous research has indicated a lack of consensus on what constitutes corporate online reputation [9], this study should reveal certain dimensions of social media and its impact on corporate image [10]. Striving for integration, different approaches to the functioning of the enterprise online and in social networking sites and the most common threats that may affect the image of the enterprise through social media [11], which are distinguished as the most important in the current literature and reports of industry websites [12,13]. We define the following dimensions of the online image: security, simplicity and variability, the number of threats and possible security [14]. As suggested in the literature, companies need to consider how easy it is to use social media and company profiles to be credible and to provide a variety of services online with exactly the same care as in stationary [15]. In addition, we propose to test the impact of the perceived behaviour, actions taken in the network and on social networks on the company's reputation. The research model is presented in Figure 1, while the support for various hypotheses is presented in the following chapters. Earlier empirical results show that customer satisfaction increases when they perceive the company and its image as positive, good, correct [16], indicating that the safety Perceived quality and reputation of the company enterprices reputation simplicity variability perceived quality and reputation image in social media is associated with customer trust, and finally with the company's reputation [17,18]. Security of company profiles in social media is defined as the ability to prevent unauthorized access to information and resources, keeping accounts in a professional and continuous manner, while ensuring customers that the profiles in the media are reliable, serviced continuously, professionally, and stable, maintaining all their functionalities and exactly at the assumed service time [19,20]. Concerns about the perceived risk and safety as well as the image of the company seem to be one of the main barriers to the functioning of companies in social media [21,22]. Higher risk perception and fear of losses may make people avoid creating official company profiles [23,24] and question their quality, professional preparation and functioning [25]. Security has been proven to be one of the most important determinants of social media adoption among Generation Y. Customers can easily turn to other contact channels for services or purchases if they have concerns about the security of social media activities and the accuracy of company profiles [26,27]. As some previous studies show, safety may be considered an important dimension of the quality and positivity of a company's image [28]. In order to test the effects of social media safety research, we make the first hypothesis:

Hypothesis 1 (H1): The security of social media profiles positively influences the perception of the company's image.
The simplicity with which you can use social media causes that today everyone has a profile, which can be defined as ease of use and simplicity of functioning in the online world [29,30]. Previous studies, such as [25], suggest that enterprises need to consider how to design their profiles to be informative and easy to use. Simplicity was found to have a positive impact on the perceived value of a profile [10] as well as on their actual use [31] and confirmation of the authenticity of a company profile [32]. When customers notice that social media and its activities, such as services and shops are easy to learn, with a user-friendly interface and real-time assistance, they will have a greater sense of selfefficacy, leading to a higher positive image creation [3]. Clients may find the use of social media less attractive than traditional services [33] because they often require more mental effort, are more time-consuming, or the lack of immediate effects causes frustration [34]. In order to test the effects of the perceived ease of use of the offered products and services in social media, we propose the following hypothesis: Hypothesis 2 (H2). The simplicity of using social media and the clarity of the content provided has a positive effect on the perceived quality of the mobile banking service.
In case of company profiles on social media, the wide range of services, available products and services offered to customers is becoming increasingly important. Profiles in social networks in their simplest form can provide support for simple purchase transactions [35] (eg buying services, paying for a subscription). However, more complex services, such as arranging related products and contracting additional services, may pose a problem for the user [10,24,31,36]. The variability of services within profiles on social networking sites therefore includes the availability of various additional services [37] with an extension to the highest level of variability of social networking services in those systems [38] that allow for the provision of services, personalized services as well as personalized marketing messages [2,17 , 39]. Previous research shows that wider variety and characteristics can be seen as significant predecessors of quality. Their content and the quality of available services is important for the quality of mobile services [40,41]. In line with the previous findings, we propose the following hypothesis:

Hypothesis 3 (H3). Various services offered by social media have a positive impact on the perception of the quality offered in the company and its image.
Although image is a multidimensional construct that varies with that of the stakeholders' [42], the quality of products and services has been identified as one of the key factors describing a company's reputation [43]. Ennew and Sekhon [44] argue that reputation develops when services are accompanied by knowledge, experience, consistency and shared values, and in the case of low-quality products and services, it is not possible to build a lasting, long-term image [45]. Through the quality of products and services, organizations show their credibility and enjoy the trust of their stakeholders [46], increase customer satisfaction, which leads to a high level of customer engagement and loyalty [2]. The relationship between perceived service and product quality and reputation is important [31] as clients rely on image to assess perceived risk [47][48][49] when no objective and measurable attributes are present. To test this relationship, we propose the following hypothesis:

Materials and Methods
In order to test the research model and hypotheses used to verify the conducted research, a questionnaire survey was conducted to collect responses from clients of the surveyed companies who use products and services offered by social media profiles. The research questionnaire consists of four parts. The first part of the questionnaire measured the characteristics of profiles in social media. It consisted of 18 statements about the safety, simplicity, variety of profiles and the threats that social media can bring to the company's reputation.
The second part consists of statements measuring the perceived quality of social media profiles, while the third part consists of assumptions about the company's reputation and image. The last part of the instrument concerned respondent data, including, inter alia, frequency of using company profiles, how they are used. All the multi-point measures used were based on a seven-point Likert scale from 1 (strongly disagree) to 7 (strongly agree) and are presented in more detail in Table 1.

Construct Code Item
Characteristics Safety S1 The company profile is credible

S2
The profile is continuous and stable

S3
Creating new entries, products or services is carried out accurately and on time

S4
All the functionalities of the profile are performed reliably and on time S5 The use of profiles and the information posted on them is safe Simplicity I1 Downloading codes and information from social media is simple The criterion for selecting enterprises for the study was the activity of company profiles in social media. It allowed to distinguish the so-called leaders among fans [50] on social networking sites such as facebook or instagram. The selection of respondents was well thought, adequate to the age and ability to use social media [51]. The questionnaire was sent by e-mail to selected respondents on a group of 1000 clients of several large enterprises in Poland and Portugal. Due to the size and importance of companies, they were also the first to make available high-tech channels for offering their products and services [52] and their customers were therefore selected to participate in this survey. Each of the respondents received an e-mail with an invitation to participate in the study, with a brief explanation of the purpose of the study. The anonymity of the respondents was fully secured. During data collection, it was checked that the data was in line with the planned sample quota design. In total, 861 replies were received. The group consisted of 72% of men, and 83% of the respondents had higher education. Among the respondents, 33.8% of them use mobile banking several times a week, 50.87% of the respondents use mobile banking every day, and 0.46% use it less than once a month. The distribution of the use of mobile banking is presented in Table 2. Several statistical analyzes were performed to ensure the validity and reliability of the research, as well as to test our hypotheses. First of all, the accuracy of the research instrument was checked. As the questionnaire items were adjusted based on the existing literature, the correctness of the content was ensured. It was decided that the application of the Kano model will illustrate customer satisfaction with the image of the company in social media. The Kano model allows to examine the dependence on the development of a product or its service, features and the level of customer satisfaction [53]. Using the Kano model, it can be shown that not all product elements are similarly important from the point of view of customers [54,55]. Noriaki Kano divided the attributes into six groups [53,56]: -The "must-be" or "must-have" attributes that must be included in the product and service as a standard file. The lack of these functions may lead to the loss of the client [57]. In case of e-commerce, one of the mandatory features is access to complete contact information about the company. This is not only a good practice, but also an element that is frequently checked by customers. Nobody wants to buy goods from an anonymous source.
-"One-dimensional" attributes are most important to customer satisfaction with a product or service. It is very important that the fulfilment of this type of attribute is almost proportional to the level of customer satisfaction, which may translate into the frequency of purchases or the use of services. Problems with meeting the "one-dimensional" attributes reduce the number of satisfied customers. However, this doesn't progress as quickly as with the "must-be" attributes. For example, sorting options or the number of filters a customer can select are a "one-dimensional" feature. The more filters, the easier and faster the customer can make a choice.
-"Attractive" attributes must attract the customer to the product or service. These attributes are short-term and can be turned into "must-be" attributes or disappear. Poorly designed "attractive" attributes may go unnoticed. Their absence does not affect the customer's satisfaction, but it may lead to his lack of interest (if the customer is susceptible to the company's offer that is constantly making it more attractive). When it comes to ecommerce, these can be all kinds of promotions that will convince customers to buy in a given e-store due to the lower price, much higher in other stores.
-Inverted attributes occur when the client prefers no attribute at all [57]. More of these attributes in a service or product lead to greater customer dissatisfaction. In the case of e-commerce, customers often do not want to pay for their orders before they are delivered. They prefer to do this when the courier brings the package home.
-Indifferent attributes do not affect customer satisfaction [53]. It may be, for example, the color of the website, which does not affect the functioning of the website or the content of the information. It is important for the customer to buy what he wants for the right price and to have the right information, and it doesn't matter if the site is green or blue.
-The "contradiction" is with the Kano method. It is an attribute that has been assessed as functional or non-functional in both question forms [54].
The Kano method was used in the form of a special type of questionnaire [4]. Based on the statements about the quality of the profiles, a questionnaire was prepared containing positive and negative versions of the statements relating to the attributes of the company's image in social media [58,59]. The company's customers indicated in the survey what features must be taken into account and which will have an impact on the level of customer satisfaction and the perception of the company's image.

Results
Based on previous studies presented in many scientific papers, the factors that occurred most often were identified as recurring [60][61][62][63], i.e. factors frequently referred to by researchers and possibly by customers [64]. Information on the features determining the quality of the image in social media was collected [27] by analyzing the extensive literature on this subject. By analyzing this article, as well as other works [33,[65][66][67], it was possible to identify a group of factors that are most often described as those that most significantly affect customer satisfaction [40,68], which includes social media, their applications, operation and content, customer relations, reliability and options for refunds and payments, use of codes and coupons [55]. Among the image of an enterprise in social media, factors related to sustainable development, presented in [3.69-71], include, inter alia, no paper coupons, liquidation of waste, greater access to information, access to goods and services, wide offers [72]. These factors helped to create the survey on which the research was based.
This stage of research is primarily a questionnaire describing the potential attributes that should characterize the image in social media, the media itself and the threats it carries [73]. The respondents were asked to rate the attributes when they occur (positive attributes) and when they do not occur (negative attributes). Based on the responses, it was possible to indicate features that must be included, but also those features that affect the overall customer satisfaction (one-dimensional). The list of positives from the Kano questionnaire is presented in Table 1. The assessment of these features (answers to these questions) was based on the following scale: (a) "I like it", (b) "It must be like this", (c) "I don't mind it", (d) "I can take it", (e) "I don't like it." The company should have reliable pages on major social media. 3 Information on social media should be up-to-date and complete. 4 Offers on social media should be updated frequently.

5
Categories and tabs in media should be legible and logical. 6 The regulations of the new online store should be accessible and understandable.

7
Social media stores should include a detailed description of the purchasing process. 8 All customer data provided via social media when placing an order should be secure and private. 9 The customer should be able to choose between different payment methods.

10
The customer should have access to the support services offered by the company on social media. 11 The customer should be able to easily contact the technical support, e.g. via chat, to obtain additional information about the products. 12 The customer should be able to easily contact the order service in order to clarify any doubts. 13 The customer should be able to cancel the transaction before ordering the checkout process. 14 Deliveries should be made in accordance with the conditions specified in the regulations. 15 Profiles present content in several languages 16 The customer can be sure that the profile is confirmed and professional 17 The profile allows logged in users to participate in contests 18 The profile allows logged in users to use a discount code offered in social media.

19
The social media profile provides free webinars 20 Regular profile maintenance gives customers the confidence that their actions are credible. 21 Taking care of the security of profiles prevents attacks on customers.

22
Loyalty programs should be introduced on the social media profile.

23
Social profiles give the opportunity to engage customers in the company's activities for the local community. 1 Tables may have a footer.
The analysis of the results was based on the individual types of attributes included in the questionnaire, using the comparisons presented in Table 2. Then it was checked which type of feature was indicated most often.  R  I  I  I  M   I do not mind  R  I  I  I  M  I can put up with it  R  I  I  I  M  I do not like it  R  R  R  R  Q Notes: A-attractive; O-one-dimensional; M-must-have; I-customer was indierent to the attribute; R-customer did not like the attribute; Q-there was a contradiction: customers both wanted the attribute to occur and not to occur.
The rating given by customers in the Kano questionnaire can be used to calculate customer satisfaction and dissatisfaction rates. The satisfaction index was in the range (0, 1). If the value was close to 1, customer satisfaction was very high. If the value was close to 0, customer dissatisfaction was very high. Indexes can be interpreted graphically. For this purpose, a two-dimensional matrix was created in which the X axis was an indicator of dissatisfaction with individual attributes into absolute ones, and the Y axis was an indicator of satisfaction. The results were presented on the basis of Table 3. Table 3. Interpretation method [79].

Distribution of Response XY Pair
Location of the Point on the Graph Equally spaced between attractive and musthave, but influenced by one-dimensionalpoint F The responses of individual respondents obtained during the research were compared in pairs (positive and negative attributes) in accordance with the assumptions presented in Table 3. The type of feature that occurred most often and the demonstrated indicators of satisfaction and dissatisfaction for the individual were calculated. Attribute numbers corresponded to the numbers and names of the attributes from Table 1. The comparison of the results obtained with the Kano model is presented in Table 4. The figure presents a graphical presentation of the results obtained in Table 4. When analyzing the results presented in Table 5, it can be seen that the respondents' responses were very diverse. The development of social media in Europe and the widespread access to it have resulted in companies increasingly turning to this solution in order to communicate effectively with customers and thus offer them products and services. Customers are becoming very picky and demanding [74], which is reflected in the results. Most of the attributes of corporate social media, according to customers, are essential functions. Table 5 lists the functions that an enterprise must have, marked with the letter M. The lack of such features means that customers will choose a competitive brand [75]. It can be concluded that the respondents understand the need for sustainable development [76], and the so-called related features were treated by them mainly as indispensable features, i.e. they must be among the attributes of the company's social media [77,78]. By comparing the results of these studies with previous studies available in the literature, it was possible. It can be seen that the respondents pointed to certain features of company media in terms of sustainable development, which were repeated in other studies, e.g. customer involvement in activities for the benefit of the local community.

Discussion
Satisfaction and dissatisfaction indicators for individual attributes allowed us to create a map of attributes and indicate the type of attributes more precisely. This map helped identify the necessary attributes and other types of attributes. The map of the attributes of this research venture is shown in Figure 3. According to the map shown in Figure 3, you can see that many of the attributes were actually a mix of functions. Most of the points are placed on the right side of the map (high dissatisfaction index), with most of the points in the center of the map (that is, in the middle of the right edge, halfway between the one-dimensional and the must-have, as listed in Table 3). Multiple points were located near the "must-be" point. None of the points were placed in the lower left corner, so-called "neutral".

Conclusions
Turbulent environment, fierce competition, developing technology on the market force enterprises to adapt to constantly changing customer requirements. One of the strongest factors of change in enterprises is Revolution 4.0. Among the Industry 4.0 tools, the Internet should be considered in particular. Nowadays, businesses that are not online are less visible to most customers looking for information about them and their goods. Another factor forcing changes in enterprises is the concept of sustainable development. These changes are aimed at a more rational and efficient management of all resources, which will allow for less pressure and a lower environmental impact. Sustainability derives from the triplebottomline concept, which implies a balance between the three dimensions.
In the case of enterprises' activities in social media, individual dimensions of sustainable development have particular advantages and disadvantages. All three dimensions of sustainability need to be interconnected to deliver both short and long-term benefits, and the social media enterprise strikes a balance between all these dimensions [47].
The article uses a questionnaire for assessing activities based on the research model and the hypotheses as well as the Kano customer satisfaction assessment model to indicate the features of the company's image in social media, taking into account selected assumptions of sustainable development. Thanks to the surveys in which the leaders among fans from Poland and Portugal took part, one-dimensional features were identified that affect the image in a direct and immediate way. It should therefore be emphasized that the respondents are environmentally aware and see the need for the social media of enterprises to operate in accordance with the concept of sustainable development. Moreover, a satisfied and loyal customer is a good source of advertising [79] for a company and an opportunity to build an image in the online world.
These results were communicated to the management of the surveyed companies and discussed, they will also be taken into account when designing further activities for the company's social media. The management agreed that after 1-2 years of functioning after changes in the image activities in social media, the authors could conduct new studies assessing the functioning of the indicated features and check the functioning of the image in social media in the conditions of sustainable development.
The methodology used in the article is very universal. A survey questionnaire and a Kano questionnaire created for research purposes can be used by companies in other industries, to design activities in social media and to assess the quality of their activities and image.
Through this research, this article aims to understand the importance of the quality of a company's social media content, products and services and its relationship to reputation [79]. This article also aimed to contribute to the current literature by identifying the aspects of corporate social media activity that are arguably the most fuelling of corporate reputation growth. The results show that all the analyzed quality elements, namely: safety, simplicity and variety have a positive impact on the perceived quality of the service, thus confirming our first three hypotheses. Moreover, it was hypothesized that the quality of activities in social media would be correlated with the company's reputation, which was confirmed by the analysis. Given that reputation is the perception or public image of a company, it is not directly controlled and therefore difficult to manipulate [80].
Future research should include, for example, a group of respondents to a specific industry and seek to include more objective measures to assess the quality of online electronic activities as well as reputation. Moreover, there are additional elements that may influence the perceived quality and image.