Wyniki wyszukiwania - BazTech

1

Sztuczne inteligencje i biologiczne mózgi

Durka Piotr

Postępy Fizyki

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2025

|

T. 76, z. 1

3--12

PL

Sztuczna inteligencja (ang. artificial intelligence, AI) to najgorętszy temat ostatnich lat, nie tylko w technologii. Jest wszędzie - od szczoteczek do zębów po artykuły naukowe. Pochłania setki miliardów dolarów, trzęsie giełdami, podważa wiarę w prawdziwość cyfrowych treści, halucynuje i karmi apokaliptyczne przepowiednie. Czym naprawdę jest AI? Czy zamiast Artificial Intelligence powinniśmy mówić o Alien Intelligence, jak sugeruje Yuval Noah Harari, czy raczej oczekiwać połączenia inteligencji białkowej z krzemową przez interfejsy mózg-komputer, razem z Raymondem Kurzweilem? Dlaczego wykorzystująca zdobycze nauki cywilizacja skręca nagle w stronę czarnych skrzynek i tajemniczych wyroczni? Spróbujemy określić, czym jest AI, i wyjaśnimy czym nie jest, demaskując po drodze kilka miejskich legend o podsłuchiwaniu myśli i przenoszeniu świadomości do cyberprzestrzeni. Omówimy też realne zagrożenia wynikające z faktu, że od od lat oddajemy algorytmom rząd dusz, ale nie zauważamy tego wsłuchani w opowieści o nadchodzącej „apokalipsie AI”.

EN

Artificial Intelligence (AI) is the hottest topic of recent years, and not only in technology. It is everywhere - from toothbrushes to scientific articles. It consumes hundreds of billions of dollars, shakes stock markets, undermines the credibility of digital content, hallucinates and feeds apocalyptic prophecies. What is AI really? Should we understand Artificial Intelligence as Alien Intelligence, as Yuval Noah Harari suggests, or rather expect biological intelligence to merge with silicon intelligence via brain-computer interfaces, together with Raymond Kurzweil? Why does our science-based civilization suddenly turn towards black boxes and mysterious oracles? We will try to define what AI is and explain what it is not, along the way debunking a few urban legends about eavesdropping on thoughts and transferring consciousness to cyberspace. We will also discuss the real threats resulting from the fact that for years we have been giving the reign of our souls to algorithms, but we do not notice it, listening to stories about the coming “AI apocalypse”.

2

Inappropriate use of social networks by children

Židova Monika

Zeszyty Naukowe Wyższej Szkoły Technicznej w Katowicach

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2024

|

T. 19

191--198

EN

Risky online behavior is not limited to adults. Children are no exception, as they inappropriately use digital technologies, often knowingly, and thus put themselves at risk by becoming victims. This paper theoretically defines the issue of risky online behavior with a specific focus on the pitfalls of inappropriate use of social networks by children. Attention is given to selected types of online threats, including cyber grooming, communication with internet predators, and sexting, which often occur in combination in cyberspace.

PL

Ryzykowne zachowania w środowisku internetowym nie są ograniczone wyłącznie do osób dorosłych. Dzieci również nie stanowią wyjątku, często w sposób nieodpowiedni korzystają z technologii cyfrowych, nierzadko świadomie, narażając się tym samym na zagrożenia i stając się ofiarami niebezpiecznych sytuacji. Niniejszy artykuł teoretycznie definiuje problem ryzykownego zachowania w sieci, koncentrując się na zagrożeniach związanych z niewłaściwym użytkowaniem mediów społecznościowych przez dzieci. Szczególną uwagę poświęcono wybranym formom zagrożeń internetowych, takim jak grooming w Internecie, kontakt z internetowymi drapieżnikami oraz sexting, które często współwystępują w przestrzeni cyfrowej.

3

Using the instagram platform in creating a personal brand

Radecka Katarzyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2024

|

z. 193

395--404

EN

Purpose: The purpose of the article is to present the possibilities of creating a personal brand image in social media. Design/methodology/approach: The research analyzed literature materials on the development of social media and its use in personal branding. Compilations and reports covering users' online activity were analyzed. Findings: Social media is becoming a tool for thoughtful personal branding, as well as proper two-way communication. Through the actions taken to create on Instagram, you can build an audience that will actively contribute to the development of your personal brand. Research limitations/implications: Future research may be related to the creation of mentoring programs in the area under study. Practical implications: The results of the survey can be used as input for designing training programs in the study area. Social implications: Social media marketing means promotion conducted through a variety of means. This forces those who want to create a strong personal brand to be dynamically flexible and look for solutions that can optimize promotional and communication processes online. Originality/value: This article is mainly addressed to those creating their personal brand on Instagram, who want to implement and improve their branding strategy.

4

Social networking as a communication tool for public transport companies in voivodship cities

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

|

z. 194

649--661

EN

Purpose: The aim of this article is to present the changes in the use and basic advantages of social networks in the communication of public transport companies in voivodship cities. Design/methodology/approach: The study carried out consisted of analysing the content of the official websites belonging to the selected public transport service companies in order to see how the information on the social networks used (location of plug-ins) is shared, and a review of the active profiles on these sites was carried out to diagnose what content is published. The survey was conducted in October 2023. The results were cross-referenced with the corresponding survey carried out in 2017. Findings: The survey showed that of the 24 companies analysed from 18 cities, 20 use at least one of the social networks. The most common is Facebook - 19 companies have a profile, followed by YouTube - 9, Instagram - 7 and Twitter 5. 2 companies have profiles on 4 sites at the same time, 4 on 3 sites, 11 have 3 official profiles on different social networks, another 7 companies have 2 each and also 7 have one each. In the case of 4 entities, no profiles were found on social networks. The content, frequency and timeliness of publications on the profiles vary. Research limitations/implications: Social networks that were less popular at the time of writing (e.g. TikTok - official profiles were identified in 2 cases among the companies surveyed) were not included in the study. The objectives of the communication strategies of the individual entities are not known. This may be part of further research through in-depth interviews with those responsible for promoting the companies. It may also be possible to extend the research to other operators (e.g. inter-municipal, railway, smaller cities, etc.) and among the target audiences of the communication activities in particular services. Practical implications: On the basis of the author's audit of the communication activities of public transport companies on social networks, this article suggests that the use of social media is an appropriate tactic in the communication of companies (including municipal companies), both in the promotional dimension externally and in communication with citizens - service users, due to the participatory, interactive and open nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the public transport companies from the voivodship's cities in the social media.

5

Resilience and the workplace of Generation Z

Opolska-Bielańska Agata

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

|

z. 199

483--494

EN

Purpose: The aim of the article is to present the impact of resilience on professional relationships in Generation Z. The emerging psychological difficulties and failure to cope with the expectations set by reality make it necessary to focus on the analysed problem. Design/methodology/approach: The work uses an original study conducted using the CAVI method. 98 respondents, representatives of Generation Z, took part in it. In parallel to the study, an analysis of the literature on the subject was carried out, presenting the concept of resilience. The obtained results allowed us to draw conclusions and determine trends. Results: Respondents have a higher level of resilience than expected at work. This can be explained by the fact that the randomly selected sample consists of people who are aware of market requirements, their knowledge, skills and values, and have experience in dealing with difficult situations. In return, they expect remuneration along with other benefits important for their mental well-being. They treat social media as a means of communication, obtaining information and exchanging experiences Research limitations/implications: This research was an attempt to verify how Generation Z copes on the job market in the context of awareness of their own resilience. Only a randomly selected sample of Generation Z representatives took part in the study. Practical implications: Strengthening resilience brings many benefits to the company. First of all, it makes people inspired to work more often than motivated, able to respond flexibly to changes and less susceptible to burnout. They will actively seek development opportunities, increasing the scope of their own competences. Social consequences: The demands placed on companies by young employees can bring profit to both parties, but it requires mutual respect, building relationships and respecting values. This is facilitated by social media, which influence well-being, support in difficult situations, generate self-esteem and help adapt to changes. This ability to constantly share information is the main advantage of the media for Generation Z, creating and promoting their style of functioning. Originality/value: building awareness of resilience among Generation Z is an important factor in shaping the professional space. It is worth educating young employees by offering development in this aspect.

6

Price sensitivity of students to their favorite applications and programs

Lupa-Wójcik Iwona

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

|

z. 194

259--273

EN

Purpose: The aim of the article is to determine the price sensitivity of students to their favorite applications and programs. Design/methodology/approach: The main research problem is: What is the price sensitivity of students to their favorite applications and programs? The study was conducted using the quantitative method, the survey technique on students in Krakow (Poland) in May and June 2023. The research sample was 424 people. Findings: Every second student would not give up Messenger if it was paid at an affordable price, every third from Instagram and Spotify, every fourth from YouTube, and every fifth from TikTok. They would be less willing to pay, for example, for Facebook. Every third student would be willing to pay up to PLN 20 per month for their favorite application or program (above this amount, they would rather not use it than pay). Every fifth respondent indicated PLN 30 per month as the upper limit. The vast majority of students (71%) declared that if the respondents' favorite application or program was paid at an affordable price, they would continue to use it. One in four respondents said they would look for a replacement (25%). Research limitations/implications: Studying price sensitivity in the new technologies sector is a complex problem and the research presented in this work covers only selected aspects in this field. Practical implications: The research results show young people's declarations of price changes in the new technologies sector. Could raising the prices of their favorite apps cause them to use them less? The new technologies sector can use the research results to set prices for selected applications or programs. Social implications: The research conclusions can be used to determine whether price manipulation for new technologies can result in less use of them by young people, and thus have a positive social effect. Originality/value: The study provides insights into the willingness of students to pay for these services and identifies specific preferences and behaviors regarding the use of paid and free versions of applications. The research results can be used by owners of online platforms, marketers, educators and students.

7

Evaluation of the communication of brand marketing activities on social media and its relationship to brand trust consumers of Generation Z

Tarapata Jolanta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

|

z. 199

605--618

EN

Purpose: The aim of this article is to present the relationship between Generation Z consumers' evaluation of selected activities undertaken by clothing brands in marketing communication on social media and consumer trust in the brand. Design/methodology/approach: The survey was conducted on a sample of 500 consumers in the period August-September 2023 across Poland (16 provinces). The sample selection was purposive and random. Consumers of generation Z (18 to 28 years old), of both genders and from towns and cities with different populations, who follow clothing brands on social media, were surveyed. The method used in the study was a diagnostic survey. Findings: The results of the study show that Generation Z consumers attribute positive characteristics to the actions taken by their favorite brands on social media. Particularly highly rated are the area of brand information sharing, the adaptation of content to consumer needs and the area of brand social media inclusiveness. The research also showed that Generation Z consumers declare a high degree of trust in the brand, which is conditioned by how they perceive the brand's marketing activities undertaken on social media. Research limitations/implications: The results of the survey call for a more in-depth analysis of consumer trust in brands, considering extended scales indicating their trust, as well as surveying a larger population of respondents. Practical implications: The results of the study show that young consumers' perception of the positive features of a brand's social media marketing communication determines their trust in the brand. In contrast, their failure to perceive these characteristics does not necessarily translate into a lack of trust. Social implications: A better understanding of the impact of the ways a brand communicates on social media in shaping consumer trust in the brand through them. Originality/value: The article is primarily of cognitive value, highlighting the importance of the perception and evaluation of brands' social media activities in creating consumer trust in the brand. The article makes a strong contribution to both the marketing literature, particularly in the field of consumer behavior in the context of the digital age. It also serves as a form of recommendation for managerial practice, demonstrating social media as a key factor necessary to consider in the development of marketing strategy. The article enriches the current theory of brands' social media activities and their relationship with consumers.

8

The ‘Open Enough Challenge’ — investigating tensions in open innovation approaches to aerospace R&D

Weller Kevin, Holaschke Michael

Science, Technology and Innovation

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2024

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Vol. 19, no. 1

1--14

EN

In this paper, we investigate the transformative potential that emerging eVTOL- / dronetechnology exerts on the relationship between established aerospace R&D processes and their adaptation of open innovation (OI) approaches. Empirically, we draw on the ethnographic and digital ethnographic study of two open innovation challenges, the Boeing GoFly-Prize and the Airbus Deep Drone Challenge. We investigate how tensions emerged in the negotiation process between open and closed innovation approaches throughout the challenges and which measures were taken to mediate them. The concept of ‘infrastructuring tensions’ is applied to shift the perspective from tensions as unwelcome hindrances to integral parts of this negotiation process that require maintaining and that are indicative of opportunities in the adaption of OI approaches. We differentiate the investigation in terms of the challenges’: a) frameworks toward shared eVTOL-innovation; b) accessibility for their participants; c) compatibility between internal R&D processes, market requirements, and participants’ expectations. We conclude that such challenges are examples of what we consider ‘flattening innovation’, a process that builds on open innovation approaches, yet cannot fully employ them. Instead, we observed an interplay where challenges that are communicated as fundamentally open require continuous navigation and re-evaluation to both satisfy participants’ demands for accessible open formats as well as companies’ demands for compatibility toward their own R&D processes and available markets.

9

Wpływ kampanii społecznych na bezpieczeństwo

Budzyńska Aleksandra

Rocznik Bezpieczeństwa Morskiego

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2024

|

XVIII

51--62

PL

Budowanie bezpieczeństwa w państwie niesie za sobą szeroką gamę możliwości oraz narzędzi, które są wykorzystywane. Z biegiem lat oraz rozwoju zaczęto coraz częściej wykorzystywać media do tworzenia treści mających charakter informacyjny oraz edukacyjny. Niewątpliwie do pozytywnych aspektów wspomnianych środków przekazu liczona jest szybkość, z jaką dociera przekaz do odbiorcy, jednak za tym ogromnym plusem stoi również zagrożenie jakim są treści o charakterze dezinformacyjnym. W jaki sposób dotrzeć do społeczeństwa? Czy istnieją narzędzia pozwalające na łatwy oraz prosty przekaz, który trafi do szerokiego grona odbiorców? Przedmiotem badań są kampanie społeczne organizowane na terenie państwa. W poniższym artykule postawiono tezę: Kampanie społeczne jako narzędzie budowania bezpieczeństwa wśród społeczeństwa. Do metod badawczych wykorzystanych w poniższym artykule należy analiza przygotowanej literatury oraz obserwacja.

EN

Building security in the country carries a wide range of possibilities and tools that are used. Over the years and development, media began to be used more and more often to create informational and educational content. Undoubtedly, the positive aspects of the above-mentioned media include the speed with which the message reaches the recipient, but behind this huge advantage there is also a threat - disinformation content. How to reach the public? Are there tools that allow for an easy and simple message that will reach a wide audience? The subject of the research are social campaigns organized in the country. The following article presents a thesis: Social campaigns as a tool for building security among society. The research methods used in the article below include analysis of the prepared literature and observation.

10

Sustainability as a Message on Social Media: A Case Study of the World Economic Forum’s Twitter (Now X) Account

Preis Jiri, Klika David

Problemy Ekorozwoju

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2024

|

Vol. 19, no. 2

126--138

EN

Sustainability and social media are two current topics, the combination of which can be a compelling means of change for a better, sustainable future. This paper analyses the Twitter profile of the World Economic Forum, a global leader in promoting sustainability, over five years, from 2016 to 2020. The main focus of this work is to analyse the content and nature of the World Economic Forum's contributions (tweets) focusing on topics of Sustainable Development Goals. The results are presented in three categories – geographical focus, thematic focus, and most popular content. The results can indicate the trend, what topics and geographical locations related to sustainability are emphasised online, how the audience perceives it, and how to popularise sustainability among the public.

PL

Zrównoważony rozwój i media społecznościowe to dwa aktualne tematy, których połączenie może być przekonującym środkiem zmian na rzecz lepszej, zrównoważonej przyszłości. W artykule dokonano analizy profilu Światowego Forum Ekonomicznego na Twitterze, światowego lidera w promowaniu zrównoważonego rozwoju, na przestrzeni pięciu lat, od 2016 do 2020. Głównym celem tej pracy jest analiza treści i charakteru wpisów (tweetów) Światowego Forum Ekonomicznego. skupiając się na tematyce Celów zrównoważonego rozwoju. Wyniki prezentowane są w trzech kategoriach –skupienie geograficzne, skupienie tematyczne i najpopularniejsze treści. Wyniki mogą wskazać trend, jakie tematy i lokalizacje geograficzne związane ze zrównoważonym rozwojem są podkreślane w świecie online, jak postrzegają go odbiorcy i jak popularyzować zrównoważony rozwój wśród społeczeństwa.

11

Analiza porównawcza dostępności popularnych serwisów społecznościowych

Ciukaj Maciej, Skublewska-Paszkowska Maria

Journal of Computer Sciences Institute

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2024

|

Vol. 32

217--222

PL

W dobie rosnącej liczby użytkowników Internetu oraz znaczenia mediów społecznościowych, zapewnienie dostępności tych platform dla wszystkich odbiorców, staje się kluczowym aspektem cyfrowej inkluzji. W artykule przedstawiono badanie dostępności platform:Facebook, Instagram, X oraz TikTok z użyciem Google Lighthouse oraz okulografu. Analizowano dwie hipotezy: H1 zakładającą związek między wynikami dostępności a czasem do pierwszej fiksacji wzroku na kluczowych elementach serwisów społecznościowych oraz H2 sugerującą związek między dostępnością a wydajnością. Badanie okulograficzne na próbie 15 osób wykazało, że wysoka dostępność nie zawsze przekłada się na łatwość użytkowania, a także nie stwierdzono istotnej korelacji między dostępnością a wydajnością platform.

EN

In the era of growing number of Internet users and the importance of social media, ensuring the accessibility of these platforms for all audiences has become a crucial aspect of digital inclusion. This article presents a study on the accessibility of Facebook, Instagram, X, and TikTok using Google Lighthouse and eye tracking. Two hypotheses were analyzed: H1, assuming a relationship between accessibility scores and the time to the first eye fixation on key elements of social networks, and H2, suggesting a relationship between accessibility and performance. Eye tracking research on a sample of 15 people showed that high accessibility does not always translate to ease of use, and no significant correlation between accessibility and platform performance was found.

12

Method for calculating the information security indicator in social media with consideration of the path duration between clients

Akhramovych Volodymyr, Pepa Yuriy, Zahynei Anton, Akhramovych Vadym, Dzyuba Taras, Danylov Ihor

Informatyka, Automatyka, Pomiary w Gospodarce i Ochronie Środowiska

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2024

|

T. 14, nr 1

71--77

EN

Heterogeneous differential dependencies of the information security indicator (HDISI) in social media (SM) were analyzed, taking into account the duration of the path between clients (UDPC). The resilience of the information security indicator system (RSIIS) was also determined. The HDISI in SM was developed based on UDPC conditions. It uses modern methods and techniques, including a non-specific method. The conditions of a fixed precondition were formed according to the time grid. This dependency provides a comprehensive explanation of how the previous transformation is replaced by the elapsed period. SM is a set of clients and their types of communication. Clients can be individuals, populations, settlements, or countries. Communication is understood as more than just the transmission and receipt of information. It also includes interaction, the exchange of knowledge and expertise, and discussion. Under the angle of mathematics, the HDISI model based on non-homogeneous differential equations (NDE) was analyzed and its transcendental study was done. The transcendental study of nonlinear HDISI models in SM showed that the characteristics of UDPC significantly affect the information security indicator (ISI) - up to one hundred percent. Phase diagrams (PDs) of ISI were studied, which indicate the highest ISI even at the maximum parameters of malicious actions. For the first time, the analysis of designed HDISI structures was carried out and numerical criteria between the capabilities of UDPC and the measures of ISI, as well as the highest ISI, were obtained, which shows the scientific content of this article.

PL

Przeanalizowano niejednorodne zależności różnicowe wskaźnika bezpieczeństwa informacji (HDISI) w mediach społecznościowych (SM), biorąc pod uwagę długość ścieżki między klientami (UDPC). Określono również odporność systemu wskaźników bezpieczeństwa informacji (RSIIS). HDISI w SM został opracowany w oparciu o warunki UDPC. Wykorzystuje on nowoczesne metody i techniki, w tym metodę niespecyficzną. Warunki stałego warunku wstępnego zostały utworzone zgodnie z siatką czasową. Ta zależność zapewnia kompleksowe wyjaśnienie, w jaki sposób poprzednia transformacja jest zastępowana przez upływający okres. SM to zbiór klientów i ich rodzajów komunikacji. Klientami mogą być jednostki, populacje, osady lub kraje. Komunikacja jest rozumiana jako coś więcej niż tylko przekazywanie i odbieranie informacji. Obejmuje również interakcję, wymianę wiedzy i doświadczenia oraz dyskusję. Pod kątem matematyki przeanalizowano model HDISI oparty na niejednorodnych równaniach różniczkowych (NDE) i przeprowadzono jego transcendentalne badanie. Transcendentalne badanie nieliniowych modeli HDISI w SM wykazało, że charakterystyka UDPC znacząco wpływa na wskaźnik bezpieczeństwa informacji (ISI) – nawet do stu procent. Zbadano diagramy fazowe (PDs) ISI, które wskazują na najwyższy ISI nawet przy maksymalnych parametrach złośliwych działań. Po raz pierwszy przeprowadzono analizę zaprojektowanych struktur HDISI i uzyskano kryteria liczbowe między możliwościami UDPC a miarami ISI, a także najwyższym ISI, co pokazuje naukową treść tego artykułu.

13

Threats and crisis events detection using machine learning techniques with social media data

Organiściak Patryk, Kuraś Paweł, Kowal Bartosz

Zeszyty Naukowe Wyższej Szkoły Technicznej w Katowicach

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2023

|

T. 17

123--141

EN

In the paper, the authors present the outcome of web scraping software allowing for the automated classification of threats and crisis events detection. In order to improve the safety and comfort of human life, an analysis was made to quickly detect threats using a modern information channel such as social media. For this purpose, social media services that are popular in the examined region were reviewed and the appropriate ones were selected using the criteria of accessibility and popularity. Approximately 300 unique posts from local groups of cities and other administrative centers were collected and analyzed. The decision of which entry was classified as a threat was defined using the ChatGPT tool and the human expert. Both variants were tested using machine learning (ML) methods. The paper tested whether the ChatGPT tool would be effective at detecting presumed events and compared this approach to the classic ML approach.

PL

W artykule autorzy przedstawiają wyniki prac nad oprogramowaniem web scrapingowym pozwalającym na zautomatyzowaną klasyfikację zagrożeń i wykrywanie zdarzeń kryzysowych. W celu poprawy bezpieczeństwa i komfortu życia ludzi przeprowadzono analizę szybkiego wykrywania zagrożeń z wykorzystaniem nowoczesnego kanału informacyjnego jakim są media społecznościowe. W tym celu dokonano przeglądu popularnych w badanym regionie serwisów społecznościowych i wybrano odpowiednie, kierując się kryteriami dostępności i popularności. Zebrano i przeanalizowano około 300 unikalnych postów z lokalnych grup miast i innych ośrodków administracyjnych. Decyzja o tym, który wpis został sklasyfikowany jako zagrożenie, została określona przy użyciu narzędzia ChatGpt oraz przy udziale osoby (eksperta). Oba warianty zostały przetestowane przy użyciu metod uczenia maszynowego (ML). Dodatkowo, w artykule sprawdzono, czy narzędzie ChatGpt będzie skuteczne w wykrywaniu domniemanych zdarzeń i porównano to rozwiązanie z klasycznym podejściem ML, gdzie dane uczące etykietowano przy udziale ekspretra.

14

Social media in the public relations strategy of the cities of Kujawsko-Pomorskie voivodeship

Radecka Katarzyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

|

z. 174

207--216

EN

Purpose: The purpose of the article is to analyze trends and evaluate the role of social media in the public relations strategy of major cities of the Kujawsko-Pomorskie Province. Selected aspects of the activities of Polish cities in social media (public relations, image activity, and the strategy of entities responsible for city communication on the Internet) were analyzed. Design/methodology/approach: The research analyzed literature on the development of social media and its use by Polish cities. Compilations and reports covering users' online activity were analyzed. A survey was conducted by means of a Google questionnaire on groups associating residents of 3 cities in Kujawsko-Pomorskie voivodeship. Findings: Social media is becoming a tool for thoughtful creation and strengthening of the city's brand, as well as proper two-way communication. Thanks to the activities undertaken as part of agglomeration marketing, residents present in the virtual space should become true fans identifying with their place of residence, and through this, ambassadors of the place. Research limitations/implications: Future research may be related to the creation of mentoring programs in the area under study. Practical implications: The results of the survey can be used as input for designing training programs in the study area. Social implications: Social media marketing means promotion conducted through a variety of means. This forces city managers to be dynamically flexible and look for solutions that can optimize promotional and communication processes online. The challenge facing the management of such communications is not only to encourage people to look at these profiles more often, but also to increase interactivity. Originality/value: This article is mainly addressed to city managers who want to implement and improve the image strategy of the metropolis.

15

Management of sustainability knowledge of the Generation Z on social media

Pabian Arnold, Pabian Barbara

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

|

z. 176

475--493

EN

Purpose: The aim of the article is to present a model approach to knowledge management in the field of sustainability in social media and to discover whether social media properly fulfill their role in the key processes of this management in the case of generation Z. They include the acquisition, collection and development of knowledge, as well as its dissemination and use. Design/methodology/approach: The qualitative method was used in the research. Focus studies were conducted using the method of partially defined, focus group interviews. The authors adopted the principle of a posteriori research in close correlation with theoretical thinking, while recognizing the studied socio-cultural reality as a system of interrelated elements. The actual research was preceded by a critical analysis of domestic and foreign literature on the subject. Findings: The study found that, in terms of sustainability, young people are more likely to encounter content on social media about environmental issues and less likely to encounter content about social issues. Social media contribute to the growth of their interest in sustainability issues. The young generation requires that the content on sustainability posted on social media be understandable, easily digestible and not overloaded with facts. The authenticity of the presented content, a title that arouses curiosity and interesting graphics are important. Research limitations/implications: The study focused on young people. Another proposed line of research is therefore to include other age groups, such as the elderly and middle-aged people. Practical implications: The conclusions and solutions contained in the article may contribute to a better use of social media in managing the knowledge of the young generation in the field of sustainability. Social implications: This will positively influence the shaping of pro-environmental and prosocial attitudes and behaviours of the young generation and increase their activity in the area of sustainability. Originality/value: The model approach to the management of sustainability knowledge on social media presented in this article organises this area and identifies opportunities to better exploit its potential.

16

How the type of public benefit work in nonprofit organizations influences social media presence: an example from Facebook

Szamrowski Piotr

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 175

525--546

EN

Purpose: The main objective of the study was to identify those nonprofit organizations that were characterized by the highest Facebook publication frequency, the highest number of Facebook followers and the highest average public reaction to the Facebook content. Design/methodology/approach: Content analysis was used to accomplish the research objectives. Findings: The results of the study clearly indicated that the nonprofit organizations with the most effective use of Facebook are those operating in the areas related to ecology, animal protection and protection of natural heritage. Research limitations/implications: There is a need for research on the basis of which it will be possible to find out whether, in fact, the high interest in organizations related to ecology, animal protection and protection of natural heritage and their Facebook profile has a psychological basis. Practical implications: The results of the research can be an important source of information for executives of nonprofit organizations in the utilization of social media in their day-to-day operations. Originality/value: This paper expands the knowledge of Facebook utilization in a specific group of Polish nonprofit organizations, i.e. those with the status of public benefit organizations.

17

Evolution of the use of social media by the local governments of the Lodzkie voivodship

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 174

417--430

EN

Purpose: The aim of the article is to present changes in the use and basic advantages of social networks in communication of local government units on the example of cities in the Lodz voivodeship. Design/methodology/approach: The study consisted in analysing the content of the official websites belonging to the local governments of the individual cities of the Łódzkie Voivodeship in order to see how information on the social networks used (location of plug-ins) is made available and a review of active profiles on these sites was carried out in order to diagnose what content is published. The survey was conducted in December 2022. The results were cross¬referenced with the corresponding survey carried out in 2019 and 2020. Translated with www.DeepL.com/Translator (free version). Findings: The study showed that out of the 44 cities analysed in the Łódzkie Voivodship, 42 use at least one social networking site. The most common is Facebook - 42 cities have a profile, followed by YouTube - 25, Instagram - 14 and Twitter 7. 3 cities have profiles on 4 sites at the same time, 11 have 3 official profiles on different social networking sites, while another 15 cities have 2 and 13 have one each. For 2 cities, no profiles were found on social networks. The content and frequency of publication on the profiles varies. Translated with www.DeepL.com/Translator (free version). Research limitations/implications: The study did not take into consideration social networks which were less popular at the time of writing (e.g. TikTok - among the cities surveyed, only Łódź has an official profile there). The objectives of the communication activities of individual cities are not known. This may be part of further research through in-depth interviews with those responsible for promoting the cities. It is also possible to extend the research to cities of other voivodships and among the target recipients of communication activities in particular sites. Practical implications: On the basis of the author's audit of the communication activity of cities in the Łódzkie Voivodship on social networking sites, this article suggests that the use of social media is an appropriate tactic in cities' communication, both in the external promotional dimension and in communication with citizens due to the participatory, interactive and open nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the cities of the Lodz voivodship in the social media.

18

CSR communication in social media – case study Grupy Azoty ZAK S.A.

Drozdowicz-Tomaszek Iwona

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 172

175--184

EN

Purpose: Communication is a vital tool in the process of building and shaping social relations, which affects the image and reputation of companies, including chemical companies. Communication, carried out in various ways, is a complex and dynamic process. In the context of social relations, communication is the basic tool and way of transmitting and receiving information. The aim of the conducted research was to evaluate the existing communication system in selected social media channels implemented by a chemical company in the context of corporate social responsibility. The article presents the communication processes in Grupa Azoty as a case study in social media in correlation with social responsibility activities. Design/Methodology/Approach: The article applies a case study of Grupa Azoty ZAK S.A., along with the analysis of statistics collected from selected communication channels of Grupa Azoty ZAK S.A. In addition, direct interviews were conducted with employees of the organizational unit supervising communication processes to supplement the analysis. Findings: The interpretation of the indicators described for the purposes of this article proves, among other things, that there is a mutual dependence between CSR activities and communication in social media. The research showed that CSR posts are among the most popular publications, and the analysis of the characteristics of post themes shows the audience's interest in multimedia-based CSR-related posts. Furthermore, the research proves that CSR communication depends on the geopolitical situation, current topics arousing the greatest interest among the general public, and the world situation. Research Limitations/Implications: The analysis is based on a single case study. Practical Implications: Those responsible for communication in the organization should be aware of the needs and expectations of the local community, which affect the level of interest in the publication's topics, translating into a positive image of the company involved in activities that are very important from the point of view of the local community. Social Implications: Shaping social attitudes, building relationships that affect the image of a chemical company in social media is, therefore, an important and significant tool in broad and complex communication processes. Constant monitoring of statistical indicators of message recipients is a necessary activity to draw conclusions and recommendations for future actions. Companies can assess which communication channels to develop to adapt to global trends, how to attract new recipients, and how to build identity with the brand. Originality/Value: The presented research results concern the communication processes carried out in social media in the context of corporate social responsibility - a topic that is not widely studied.

19

Activity of Society 5.0 on social media vs self-esteem. Empirical study based on Instagram

Gwiaździński Emilian, Olejniczak Aneta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 173

211--226

EN

Purpose: The purpose of the article is to attempt to identify the relation between social media activity and self-esteem. Design/methodology/approach: To achieve the purpose of the article, the study was carried out in the form of an online survey technique supported by an online questionnaire, created in the Microsoft Forms environment, on a sample of 300 individuals who possessed the characteristics of representatives of society 5.0. Findings: The conducted study indicated that there is a significant negative correlation of low strength between self-esteem measured by the RSES scale and activity on the Instagram app. In addition, we found that self-esteem depends on gender (men have significantly higher levels of self-esteem than women), while activity on the Instagram app depends on gender (women spend significantly more time on the Instagram app than men) and age. Research limitations/implications: The limitations of the survey conducted are the nonrandom sampling of individuals and the size of the study sample, which make it impossible to relate the results to the general population as a whole. In addition, the study was conducted taking into account only one social network, which was Instagram. This type of study makes it impossible to relate the results to the general population of various sites, or even social media. Future research should focus on taking into account the differences in activity between the available social networks, and should also take into account other determinants that may affect it in some direct or indirect way. Practical implications: The study conducted can be useful for brands communicating with users and promoting their products via social media. Companies can pay attention to the differences in the use of Instagram by young users and, based on this knowledge, create and then publish advertising content on the said platform. Social implications: The results of the study can make social media users - both viewers and creators - aware that showing an ideal life on the Instagram platform, can decrease the selfesteem of the recipients of these messages. Having this kind of information, it is worth considering whether online activity significantly alters behavior and lowers well-being, and whether the actions of creators are carried out in a sustainable manner. Originality/value: While most of the studies covering the topic covered focus on the Facebook platform or social media in general, this article focuses on the Instagram platform.

20

Znaczenie wsparcia państw zachodnich i organizacji międzynarodowych dla przebiegu wojny w Ukrainie

Pacek Piotr

Wiedza Obronna

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2023

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nr 1

77--101

PL

Artykuł stanowi próbę przedstawienia znaczenia wsparcia udzielanego Ukrainie przez państwa zachodnie i organizacje międzynarodowe na przebieg konfliktu zbrojnego Rosji z Ukrainą w 2022 roku. By ukazać szerszy kontekst dotyczący procesu przedstawiona jest także chronologia wojny ukraińsko-rosyjskiej, zaczynając od zajęcia Krymu, poprzez separację Donbasu, początek inwazji i etap kijowski, wojnę pozycyjną, a kończąc na kontrofensywach charkowskiej i chersońskiej. W dalszej części przeanalizowana została pomoc Zachodu udzielana Ukrainie, ze wskazaniem państw, które pomogły najwięcej, w kategoriach pomocy wojskowej, humanitarnej, ekonomicznej, politycznej, ale także wsparcia uchodźców. Autorzy wysuwają tezę, że dla wielu podmiotów polityki międzynarodowej, w tym Unii Europejskiej, obecny konflikt można uznać za historyczny, gdyż po raz pierwszy w ramach wspólnej polityki zagranicznej i bezpieczeństwa zdecydowano się przekazać walczącej stronie śmiercionośną broń. Artykuł wskazuje ponadto, że choć wśród państw NATO zdecydowana większość opowiada się za wsparciem Ukrainy, to nie ma jednomyślności na temat ilości i jakości tej pomocy, co w przyszłości może doprowadzić do pewnych konfliktów wewnątrz sojuszu. Podkreślona zostaje również powszechna zgodność ekspertów obu stron konfliktu wskazujących, że bez wsparcia Zachodu Ukraina miałaby niewielkie szanse na zwycięstwo, a Rosja posiadałaby znaczną przewagę.

EN

The article attempts to present the impact of the support provided to Ukraine by Western countries and international organisations on the course of Russia's armed conflict with Ukraine in 2022. In order to present a broader context regarding the process, a timeline of the Ukraine-Russia war is presented, starting with the seizure of Crimea, the separation of Donbass, the beginning of the invasion and the Kiev phase, the positional war, and ending with the Kharkiv and Kherson counter-offensives. It goes on to analyse the aid provided by the West to Ukraine, with the indication of countries that proved most helpful, in terms of military, humanitarian, economic and political assistance, but also in refugee support. The authors put forward the thesis that for many international policy actors, including the European Union, the current conflict can be considered historic, as it is the first time that a decision was reached to hand over lethal weapons to a warring party as part of a common foreign and security policy. The article further points out that although there is a clear majority among NATO countries in favour of supporting Ukraine, there is no unanimity on the quantity and quality of this assistance, which could lead to certain conflicts within the alliance in the future. It also highlights the general consensus of experts on both sides of the conflict indicating that without Western support, Ukraine would have little chance of victory and Russia would have a significant advantage.