Purpose: The aim of the article is to present approaches to using social media in marketing campaigns, and in particular in the marketing communication used by companies on the Polish market. Design/Methodology/Approach: The article is based on a research procedure including study of the literature and analysis of the results of qualitative empirical research conducted in 2022 on a sample of 152 companies. The research respondents were people in the selected companies responsible for using the internet in marketing or for maintaining contact with clients using new technologies. Findings: Analysis of the results confirmed that one company in three uses a strategic approach to using social media in marketing campaigns, while one in five are in the process of developing such a strategy. Large companies (employing over 200 people) in particular assign a strategic dimension to social media. At the same time, it must be noted that the companies studied appreciate the role of social media, as almost half of them indicate that being active in such media increases interest in the firm and its offer. Practical Implications: Bearing in mind the acceleration of the processes of virtualisation of marketing and consumer behaviours caused by the COVID-19 pandemic, there is still a need for companies operating on the market in Poland to increase their use of social media, in particular by assigning such action a strategic dimension. This also relates to making greater use of the potential of new media to stimulate the involvement of consumers in actions taken by companies. Originality/Value: The value of the article is that it fills a research gap relating to identification of the approaches to using social media in marketing campaigns employed by companies operating on the Polish market.

Krystyna Mazurek-Lopacinska, Magdalena Sobocinska (2022). The Role of Social Media in Firms’ Marketing Communication in the Polish Market, European Research Studies Journal Volume XXV Issue 3, 216-234