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

Dariusz Baran, Ernest Gorka, Gabriela Wojak, Michal Ćwiakala, Sebastian Zupok and Marek Lazewski

European Research Studies Journal, 2025, vol. XXVIII, issue 3, 1104-1125

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.

Keywords: Digital marketing; social media; market research industry; B2B communication. (search for similar items in EconPapers)
JEL-codes: C83 L86 M31 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxviii:y:2025:i:3:p:1104-1125

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