Różnice w wykorzystaniu mediów społecznościowych przez sieć Tesco w Polsce i Wielkiej Brytanii
Differences in Use of Social Media by Tesco in Poland and in the UK

Summary/Abstract: The aim of this article is to analyze the use of social media by Tesco on British and Polish markets. In the article the author compares the use of social media by Polish and British Tesco. It gives an information how Tesco uses social media in the communication process in both countries. The comparison could point out the similarities and the differences between both countries. In both countries facebook was the most popular socialmedium. The Polish branch of Tesco also actively used YouTube. The British, in addition to above, has intensively used Instagram, Pinterest and Twitter. However, the most important difference in the activity on both markets was the number of interactions that the British retailer obtained in its market. In the UK, the number of comments was definitely higher than in Poland, and users were more involved in the discussion. The article is contributory in nature. The conclusions drawn by the authors can be used by practitioners and by theoreticians.

• Details
• Contents