/library/oar/handle/123456789/131700 2025-11-09T14:55:24Z /library/oar/handle/123456789/140133 Title: From visibility to value : social media strategies in the global market research sector Authors: 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. 2025-01-01T00:00:00Z /library/oar/handle/123456789/140132 Title: The impact of digitalization on banks' capital : a case study of Poland Authors: Stoika, Viktoriia; Rojek, Konrad Abstract: PURPOSE: Over the past decade, the banking sector has undergone significant changes due to the impact of digitalization. The digital revolution has changed both the way banks interact with their customers and the very operation model. Digitalization is becoming a key factor determining the competitiveness and stability of banking institutions. Technological transformations are fundamentally changing conventionally approaches to financial management in banks, opening up new opportunities to improve their efficiency. The purpose of this article is to study the impact of digitalization on bank capital drawing on the example of Polish banks.; DESIGN/METHODOLOGY/APPROACH: The OLS (Ordinary Least Squares Method) method was used to build an econometric model of the impact of e-banking development indicators of bank capital. Three synthetic indicators characterizing the development of e-banking in Poland were used. The first indicator reflects the number of Internet banking clients, the second – the intensity of using e-banking services, and the third – the cost of e-banking transactions. The data of the National Bank of Poland and the Polish Bank Association for 2012-2023 was used.; FINDINGS: The intensity of service use and the value of transactions indicate that the effective use of online banking channels is crucial for improving the capital position of banks. Banks investing in the development of digital tools and encourage customers to actively use online banking can increase their equity. Banks should focus on increasing the activity of existing customers and the value of transactions rather than solely on attracting new users.; PRACTICAL IMPLICATIONS: The practical implications of the study is to help increase the competitiveness of banking institutions and create innovative approaches to bank capital management, taking into account the impact of digitalization.; ORIGINALITY/VALUE: The results confirm the positive impact of the development of Internet banking on the increase of bank capital. It is also proved that the growth of banks' capital is related to the quality and intensity of the use of online banking services rather than to their quantity. 2025-01-01T00:00:00Z /library/oar/handle/123456789/140131 Title: Volatility spillovers among major U.S. companies Authors: El Dada, Mariyah Abstract: PURPOSE: Volatility spillovers among leading U.S. companies have important implications for portfolio diversification, systemic stability, and risk management. The presented study investigated whether technology-driven shocks transmit beyond their own sector to influence consumer and financial firms. Eleven large U.S. companies (AAPL, AMZN, PEP, TSLA, MSFT, META, AVGO, NVDA, ADBE, NDAQ, and GOOGL) were examined in order to identify the size, direction, and significance of firm-to-firm volatility linkages.; DESIGN/METHODOLOGY/APPROACH: Daily data covering the period 2015-2024 were used. Returns and thirty-day rolling standard deviations were calculated. Pairwise Granger causality tests were applied to the volatility series. Significant relations were collated into spillover matrices to visualize the propagation of shocks across firms.; FINDINGS: Analysis revealed that volatility spillovers are concentrated within the technology sector, with META, MSFT, and NVDA identified as key transmitters. Cross-sector effects were also observed, most notably spillovers from technology into consumer and financial firms such as PEP and NDAQ. These results indicate that sector-based diversification strategies may underestimate true exposure to volatility.; PRACTICAL IMPLICATIONS: The results may be of interest to investors, risk managers, and policymakers concerned with portfolio construction, stress testing, and systemic risk oversight. The evidence suggests that firm-level spillovers should be explicitly incorporated into investment and regulatory frameworks.; ORIGINALITY/VALUE: The study contributes to the literature by shifting the spillover analysis from markets and sectors to a firm-level perspective within the U.S. mega-cap universe. The results fill an empirical gap regarding the identification of specific companies that act as volatility transmitters across sectors. The findings provide recommendations for enhancing portfolio risk controls and monitoring systemic vulnerabilities in equity markets. 2025-01-01T00:00:00Z /library/oar/handle/123456789/140129 Title: Employee satisfaction, employer branding, and CSR : a five-year post-COVID-19 analysis Authors: Krugiełka, Agnieszka; Kruszyński, Mirosław; Bartkowiak, Grażyna Abstract: PURPOSE: The purpose of this research is to verify the existence of a relationship between three variables: Employees’ satisfaction with job, Employer Branding the company's undertaking corporate social activity (CSR) treated as a part of the sustainable development paradigm and in particular as a concern to preserve the diversified resources of the local community: organizations and employees. The intention of the authors of the article is to identify the persistence of the relationship between the above-mentioned variables in the period of 5 years from the previous study, and as a result of the COVID-19 pandemic situation.; DESIGN/METHODOLOGY/APPROACH: The research was longitudinal in nature. The afore mentioned variables were elements of a previously constructed model (Krugiełka 2019 p. 51) relating to the determinants of undertaking socially responsible activities by companies. A total of 117 people participated in the new research procedure: 55 representatives of the management staff and 62 other employees from small and medium-sized enterprises, participating in the previous stage of the research. Two questionnaires for corporate social responsibility research and the Minesocki Job Satifaction Questionnaire and the Pandemic Questionnaire for the Employer Branding Survey were used as research tools.; FINDINGS: The research results showed a persistent relationship between employees’ job satisfaction, Employer Branding and corporate social responsibility, among the same communities after 5 years.; PRACTICAL IMPLICATIONS: The value of the presented research is the inspiration to take into account the coherence of considered factors as the level of employees’ job satisfaction and their relations with Employers Branding, and the systemic approach to the issue of corporate social responsibility especially in employers’ attitudes towards employees.; ORIGINALITY/VALUE: This picture comes down to the need to take into account the dependence and connections of the examined variables, which result in success in business and higher competitiveness of the company. 2025-01-01T00:00:00Z