Social media as a relationship marketing tool of modern university
Social media as a relationship marketing tool of modern university

Summary/Abstract: The aim of the article is to present selected aspects of university activities in the sphere of development of relations with its stakeholders, with particular emphasis on students, and with the use of social media as a key communication platform in the online space. The starting point for the analysis of the undertaken subject is to present the essence of relationship marketing in relation to higher education institutions as a result of adaptation and evolution of the marketing of these market players, as well as current trends in higher education marketing. In the article, secondary sources and the authors’ research have been used, the object of which was to identify the scope, intensity, and professionalism of the activities of university in the area of social media.

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